MODERN MARKETING TOOLKIT FOR ANTI-CRISIS MANAGEMENT OF THE COMPANY

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Objective. The article is aimed at analyzing the possibilities of digital transformation and innovative marketing strategies to improve anti-crisis management in modern business in the conditions of an unstable economic environment. The success of modern business largely depends on its ability not only to respond to changes, but also to actively form its own strategic activities, including crisis management and strategic marketing. Method. This study uses a combined methodological approach to analyze the effectiveness of digital technologies and innovative marketing strategies in the context of crisis management. In particular, research methods included: decision-making method - for choosing marketing tools related to anti-crisis management and marketing innovations; empirical analysis - the use of quantitative data to assess the impact of digital tools on the productivity of enterprises during and after crisis periods; scenario analysis - development and testing of various scenarios for the implementation of digital technologies to simulate potential challenges and determine optimal strategies for adapting the enterprise to changing market conditions. The results. A comprehensive model of anti-crisis management using digital innovations and non-standard marketing strategies was developed and evaluated. The results showed that the integration of digital technologies initiates significant positive changes in the recovery and development of companies during and after the crisis. Scientific novelty. The authors proposed a new approach to the use of guerrilla marketing and jazz marketing in the context of crisis management. A methodical approach to evaluating the effectiveness of marketing innovations in the conditions of economic changes is proposed. Practical significance. These marketing strategies can be used to formulate anti-crisis management strategies in various industries, allowing enterprises to adapt and effectively respond to dynamic changes in the economic environment. Particular attention should be paid to the company's marketing system, which in anti-crisis management acts not only as a sales tool, but as a fundamental element of the enterprise's sustainability, which helps maintain viability and development even during economic shocks.