INFORMATION SUPPORT OF INTERNATIONAL MARKETING STRATEGIC PLANNING, PRICING OF UKRAINIAN COMPANIES IN THE CONDITIONS OF WAR WITH RUSSIA

Abstract

Abstract. The conducted research improved the theoretical and methodological component of information support for strategic planning of international marketing, pricing of Ukrainian enterprises in the conditions of war with russia, turbulent external challenges. The information support of the decisionmaking process regarding purchases on the industrial market in conditions of martial law was highlighted and the approaches of scientists to marketing pricing, marketing strategic planning, multi-channel sales strategies were investigated enterprises. The article updates scientific developments regarding data sources in the analytics of the business environment and their transformation in the digital economy. Scientific and practical approaches to promotion, organization of marketing communications in global social networks, in particular, Facebook, are highlighted. The authors proposed a model of marketing communication, information support of business activity in Ukraine for Victory over the aggressor country – russia. The model substantiates the use of socially responsible and patriotic advertising, marketing and social communication streams in support of Ukraine and the Armed Forces of Ukraine in the field of developing a marketing and social communication campaign strategy, in which patriotic narratives prevail. The selection of Facebook targeting tools, the use of artificial intelligence technologies, and augmented reality are defined. The organic business direction for Facebook is studied, when it is thanks to organic distributions that the expansion of the target audience and additional customer flows are ensured. It is appropriate to use a complex of social networks to fight against mega-false russian propaganda and to form a procedure for protection against fakes. Keywords: international marketing, marketing strategic planning, marketing pricing, information support.