Peculiarities of implementing marketing activities during war

Abstract

Abstract: The article reveals the main features of marketing implementation during the war in Ukraine. The purpose of the article is to analyze and structure the characteristic features of marketing during the war and the post-war period, and to identify on this basis the main features of the implementation of marketing activities in view of its main tasks. The paper examines the prevailing opinions of scientists on the conditions for implementing marketing during the war and the post-war period. The main characteristics inherent in modern domestic marketing are identified. It is established that crisis phenomena can both negatively affect businesses and serve as an incentive for their further development. Special attention is paid to the structuring of the distinctive features of marketing during the war in the context of its main tasks. Research methods employed: systematic and comparative analysis, as well as structural and logical generalization of existing views among scientists on the features of marketing during the war and in the post-war period. The result of the analysis is the identification of the following list of features of the implementation of marketing activities during the war: change in consumer behavior, which is associated with a change in the general structure of consumer needs; the need to forecast and develop the maximum possible number of alternative options for further actions; activation of innovative activities to find options for better satisfying the needs and requests of consumers and the enterprise; emphasis in communications on universal human values and social responsibility, active use of the concept of social and ethical marketing; formation of new sales networks with a focus on the digitalization of the logistics system; optimization of pricing policy through simplifying innovations; the need to develop network cooperation with all counterparties interested in public welfare. The conclusions demonstrate that all the identified features correspond to the primary tasks of marketing, influence its complexity, and are inherently interdependent. Keywords: marketing, war, marketing features, marketing mix, digital marketing.