The role of marketing in the implementation of investment and construction projects on the example of St. Petersburg

The article examines the role of marketing in the successful implementation of investment and construction projects using the example of the city of St. Petersburg. The features of marketing strategies of development companies in the context of the transformation of the construction market in 2022-2025 are considered. The article analyzes modern tools for promoting real estate, mechanisms for studying consumer preferences and adapting projects to market demand. The necessity of marketing integration at all stages of the investment and construction project life cycle is substantiated. The results of the analysis of successful practices in the use of marketing technologies by the leading developers of the city are presented. The relevance of the research is due to the increasing competition in the real estate market and the need to increase the investment attractiveness of construction projects