Registration Number
0225U004085,
(0125U000860)
, R & D reports
Title
Improving the management of an enterprise's marketing activities in the wartime period
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Удосконалення управління маркетинговою діяльністю підприємства у воєнний період
Head
Vasyltsova Svitlana O., к.е.н.
Registration Date
06-11-2025
Organization
National Technical University "Kharkiv Polytechnic Institute"
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Research and analysis of modern marketing technologies with a focus on their effectiveness and specifics of use in wartime. Developing recommendations for the implementation and improvement of these technologies to increase the competitiveness and efficiency of companies' marketing strategies in wartime..
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In the current conditions of martial law in Ukraine, businesses face numerous challenges that significantly affect all aspects of their activities, including marketing management. Disruptions in logistics chains, changes in consumer demand, a decline in the purchasing power of the population, consumer migration, and general instability require a fundamental review of traditional approaches to marketing. The relevance of the topic is due to the need to adapt marketing strategies to conditions of high uncertainty and limited resources. In such conditions, it becomes important to find effective solutions to support the competitiveness of enterprises by improving the marketing management system.
The aim of the work is to analyse the specifics of marketing activities in conditions of martial law and to develop practical recommendations for its improvement. The main objectives of the study are to examine the impact of war on the marketing environment of an enterprise, analyse changes in consumer behaviour, identify effective marketing response tools, and formulate proposals for improving the adaptability of management decisions in the field of marketing.
The study found that in wartime, digital communication tools, CRM systems, flexible planning, socially responsible marketing, and a shift towards the domestic market and local consumer needs become particularly important. At the same time, companies face a number of barriers: insufficient digitalisation, limited access to financing, loss of sales markets, and the need for urgent restructuring of logistics processes. The hypothesis is put forward that improving marketing management during wartime is possible through a combination of strategic flexibility, the use of digital technologies, and the active involvement of customers in shaping product value.
Product Description
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Ludmyla S. Larka
Svitlana V. Chernobrovkina
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2025-11-06
