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Objectives. The article examines the issues of managing socio-economic development from the point of view of a marketing approach to the use of reserves and potentials. Particular attention is paid to the role of the mineral and raw material complex and rare earth metals in ensuring the economic stability and growth of the country. The authors examines the theoretical and methodological principles of managing socio-economic development, in particular through the application of marketing approaches to the use of reserves and potentials. Methods/Approach. The research is based on expert reviews and assessments of the state of the mineral and raw materials complex of Ukraine, the effectiveness of attracting foreign investors to the extraction of natural minerals, modern theoretical and methodological, regulatory and legislative aspects of the volume of nuclear energy generation; dialectical methods, methods and principles of scientific knowledge, and means of statistical and economic analysis are used. Results. Particular attention is paid to the role of the mineral and raw material complex and rare earth metals in ensuring sustainable economic growth and increasing the country's competitiveness. The study conducted a comparative analysis of international experience in using resource potential, in particular the practices of Ukraine, Argentina, China and Germany, which allowed identifying key aspects of effective state regulation, investment attractiveness and economic efficiency. The work substantiates the need to develop a comprehensive marketing strategy that combines branding of national resources, international cooperation, state support for innovative technologies and an environmentally responsible approach to the extraction and processing of raw materials. The practical value of the research results. The results of the study indicate the need to develop a comprehensive marketing strategy for managing the mineral and raw materials complex, which includes branding national resources, strengthening international cooperation, and innovative rethinking of approaches to the processing of critical materials. Recommendations are proposed for the implementation of innovative management mechanisms aimed at creating an effective economic cluster capable of competing in the global market for critical materials. Conclusions. The findings of the study indicate the need to reform the institutional environment, which includes the analysis of global market trends, branding of national resources, attracting strategic partners, and creating added value through the development of its own processing industry based on its own resource base.