MARKETING IN WAR TIME: BUILDING COMMUNICATION CHANNELS AND BUSINESS TRANSFORMATION

Abstract

The article examines the peculiarities of managing marketing communication strategies of enterprises in the conditions of armed conflicts and martial law in Ukraine. The challenges presented to the management of enterprises during wartime are outlined, including: blackouts, air strikes and attacks on industrial enterprises and critical infrastructure facilities, the opening of communications, the Internet, population migration in the Americas and beyond, loss production capacity, problems with logistics and communication chains with customers and suppliers. It has been established that marketing is the central concept of enterprise management, which enables and develops the connection between the company and the outside world. It is noted that marketing is aimed at obtaining accurate, sufficient and happy information about the processes and events taking place in the environment of the enterprise, including the involvement of external factors in its activities. The impact of marketing research and the application of their results in the process of developing marketing programs and management solutions is determined. The consequences of the migration of people fleeing military operations for Ukrainian business and the economy of the country that hosts forcibly displaced persons from Ukraine, as well as Ukrainian business, are determined. It is analyzed how the armed conflicts themselves can affect every aspect of the process of preparing marketing strategies, communication complex, segmentation strategies, advertising, public relations, etc. It is established that every actor in the market, including businesses, consumers, dealers, traders and distributors, tries to try to adapt and develop the right strategy to live in the market. The above is really a place and a special feature of the activities of marketing specialists, which refer to the appropriate strategies and opportunities to support a full-fledged trade and maintain the level of profit. It has been proven that since February 24, 2022, after the start of a full- scale invasion of the Russian Federation, business has undergone significant transformations and needs new approaches to managing all processes from production planning to building marketing communications with consumers and state authorities, as well as international partners. It was noted that armed conflicts are the cause of instability and negative consequences not only for the economy of Ukraine and business owners, but also for the economies of European countries that provide constant support to Ukraine.