Marketing strategies as a tool for effective anti-crisis business management under conditions of economy transformation

Abstract

The article examines the essence, role, and features of marketing strategy development within the management system of agricultural enterprises under conditions of economic instability. The purpose of the study is to substantiate the importance of marketing strategies as a tool for ensuring competitiveness and sustainable development, considering the principles of crisis management and the project-based approach. The methodological basis of the research includes general scientific and special methods, such as analysis and synthesis, a systematic approach, comparative analysis, and strategic marketing methods. The paper explores modern approaches to the formation of marketing strategies, identifies their structural elements, and determines the stages of their implementation. The results show that a marketing strategy is a key element of enterprise management, ensuring adaptation to environmental changes, improving resource efficiency, and forming competitive advantages. It is proven that under crisis conditions, marketing strategies serve as an important tool for risk minimization and business stability. Special attention is paid to the role of digital technologies and project management in enhancing the effectiveness of marketing decisions. The conclusions highlight the need to integrate marketing strategies with crisis management systems and actively use modern digital and project management tools. This will increase the adaptability of agricultural enterprises to market changes, ensure sustainable development, and strengthen their competitive positions.