PROSPECTS FOR THE DEVELOPMENT OF INVESTMENT MARKETING TO ACTIVATE INVESTMENT PROCESSES IN INDUSTRY

The article analyzes the dynamics of capital investments by industry sectors, on the basis of which a decrease in investment activity in the industrial sector is determined, and defining one of the barriers preventing the activation of investment processes in industry, the imperfection of organizational mechanisms for stimulating investment activity, substantiates the importance of using investment marketing in modern conditions. It is noted that the development of investment marketing based on the study and analysis of market trends and preferences contributes to the rational interaction of the enterprise and the market mechanism, allowing to optimize the mutual interest of market participants, stimulate demand, form long-term and reliable partnerships, and in general, contribute to increasing the investment attractiveness of the enterprise and activate investment processes in industry. The article considers the functional capabilities of investment marketing to ensure investment activity, its features in the industrial sector, reveals the constituent elements of investment marketing, specifies the prerequisites, goals, objectives, principles and its tools, and presents a step-by-step algorithm for implementing investment marketing in the activities of entrepreneurial structures. Considering investment marketing in the context of the activation of investment processes in industry, the article highlights and characterizes conceptual areas of investment marketing that are relevant to modern trends, related to the intensification of the development of new digital technologies, the Sustainable Development, the development of the international investment market, the introduction of inclusiveness and impact investing.

investments, investment activity, investment marketing, entrepreneurship, industry, investment instruments, promotion, market mechanism, optimization, activation.

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2026-03-27