Marketing in conditions of economic uncertainty

DOI: 10.31673/2518-7678.2021.020509

Abstract

The article substantiates the situation of uncertainty (unpredictability, ambivalence), as characteristic of the Ukrainian economy since the beginning of the pandemic and intensified in the conditions of war. It is shown that the world economy and the economy of Ukraine, in particular, face the need to operate in conditions of uncertainty caused by COVID-19, and in 2022 - russia's military aggression against Ukraine. The main negative consequences of the pandemic and martial law on the economy and, in particular, on the field of marketing have been determined. It has been proven that the At the same time, the effect of uncertainty should not only destabilize, but also become a driving force for change. The role of the crisis as an activator of innovative shifts in marketing is substantiated, and the possibility of various types of marketing to adapt in conditions of uncertainty is investigated. The strengthening of the role of Digital - marketing for the development of the Ukrainian economy is substantiated. The existing ambivalence of the market requires increased flexibility of marketing processes. In such case, digital marketing should become a protection of interaction with customers and leaders, the basis of modern communication policy of enterprises, to actively develop and adapt to today's realities. The possibilities of marketing personnel potential in the future development of the marketing sphere are emphasized. Ukrainian marketers are able to successfully operate in domestic and international markets, are in demand in their profession during military action, and have the opportunity through special agencies to work and work in uncertainty, gain new experience, improve skills, develop marketing as an art and philosophy of modern business.

Keywords: marketing, digital - marketing, uncertainty, crisis, pandemic, war.

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