SMM AND WARTIME MARKETING

Abstract

The war in Ukraine dealt a devastating blow to the country's economy, and of course, marketing also changed its usual life. The topicality of the topic is determined by the fact that marketing can be an effective tool for business recovery and development in Ukraine. SMM and marketing during the war has practically not been studied in academic circles and is a new problem and relevance in business circles. The purpose of the article is to study the experience of the world's leading countries during the crisis regarding possible ways of adapting marketing and SMM for the recovery of business in Ukraine and to formulate recommendations for improving marketing tools. Some areas of business were studied and it was noted that industry losses in general in Ukraine are quite difficult at the moment, since hostilities are still ongoing, and the situation in certain territories is unpredictable. The study of the experience of the world's leading countries during the crisis regarding possible ways of adapting marketing and SMM for the recovery of business in Ukraine is considered. It was determined that brands should always try to be aware of the current military, economic, political situation in order to be ready if necessary to change the business vector with their own marketing approaches to their target and potential consumers.