DOI: https://doi.org/10.36719/2663-4619/122/68-73
Turkan Salamova
Baku State University
Master’s student
https://orcid.org/0009-0006-4860-8922
salamovaturkan689@gmail.com
Konul Boyuker
Baku State University
PhD in Economics
https://orcid.org/0009-0002-2962-1871
k.buyuker@mail.ru
Strategic Importance of Marketing and Digital Platforms in the
Effective Implementation of PPP Projects
Abstract
This article analyzes the strategic importance of marketing strategies and digital communication platforms in the successful implementation of public-private partnership (PPP) projects. The study shows that proper presentation of projects to the public, effective exchange of information with stakeholders, and transparency through digital tools significantly enhance the level of public acceptance and implementation quality. Based on international statistics and examples, it is proven that PPP projects with targeted marketing and communication tools gain public support more quickly and strongly, ensuring their successful and sustainable implementation.
Keywords: public-private partnership (PPP), marketing strategies, digital communication, public opinion, project effectiveness, social media, information technologies, public relations, strategic management, communication policy