ПРИНЦИПИ ІНФОРМАЦІЙНОГО УПРАВЛІННЯ СОЦІАЛЬНИМ МАРКЕТИНГОМ МАЛОГО ПІДПРИЄМСТВА ПІД ЧАС ВІЙНИ

Abstract

In the article the authors outlined the principles of information management in social marketing for small businesses during wartime, emphasizing the necessity of adapting marketing strategies and marketing information system to maintain customer trust and loyalty amidst market instability and resource limitations. The purpose of the article is to develop and systematize a set of information management principles that optimize social marketing strategies for small businesses in wartime conditions. The article provided statistical data on the functioning of entrepreneurs during the martial law in Ukraine. The authors proposed a systematic approach to integrate social and ethical principles into marketing activities, highlighting the role of marketing information systems in collecting and analyzing data to make informed decisions. The article extended to the challenges small businesses face during the wartime, such as decreased demand, supply chain disruptions, and financial losses, and suggests leveraging social marketing tools for visibility of the activities of the entrepreneurs and community engagement. The importance of sensitive, accurate information dissemination during conflict times is underscored, along with strategies for supporting affected communities, ensuring service accessibility, and promoting humanitarian initiatives. In the article the authors argued for the effectiveness of social marketing in addressing societal issues, enhancing reputation, and fostering sustainable development, concluding that strategic information management is crucial for small businesses' resilience and growth during crises. In total, the article further emphasized the role of social marketing as a bridge between small businesses and their communities, promoting not only economic activities but also societal well-being and cohesion. By aligning business operations with social goals, entrepreneurs can contribute to peace building efforts and create a positive social impact, underscoring the integral connection between business resilience, social responsibility, and community support in times of conflict.