ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ КОМУНІКАЦІЙНОЇ ПОЛІТИКИ В УМОВАХ ВІЙНИ

Abstract

This article analyzes the peculiarities of implementing marketing communication tools during martial law. Internal conflicts or international wars affect the marketing techniques of businesses in any sector of the economy. Therefore, the main trends and features in marketing communication tools in the conditions of martial law in Ukraine were analyzed. Intensification of marketing advertising activities of companies is predicted. The main factors are defined based on which the plan of marketing activities of the enterprise in the conditions of martial law is developed. Common examples of brand activity during martial law are given. A set of advice on marketing communications during the war has been formulated. The most important future topics in society and marketing communications in Ukraine have been identified. A full-scale war always affects the lives of the population. The social and economic activity of the state and business in such conditions must change and adapt to new realities. Russia's war against Ukraine exacerbated old problems and led to the emergence of many new ones that require an immediate response, security measures, and reform of the system in general. Ukraine mobilized all resources to increase the effectiveness of resistance to Russian aggression, support the economy's stability based on innovative and marketing principles, and complete the country's post-war recovery. The actuality of the topic is due to the need to analyze trends in the country's economy and society in general in the conditions of martial law in order to avoid mistakes when planning business marketing activities. With the beginning of the Russian-Ukrainian conflict more than eight years ago, the government of Ukraine began to develop various methods of communication with the population. It is necessary to explain the specifics of the security, social, and legal components of life during the war, simultaneously encouraging society and stimulating it to economic activity. The same thing happened with business, as it participates in social life. The issue of social responsibility in marketing communications in war conditions becomes especially acute.