CONCEPTUAL APPROACHES TO THE FORMATION OF ENTERPRISE MARKETING STRATEGY
Abstract
The study addresses changing conditions for Ukrainian enterprises, where wartime instability and declining demand weaken classical marketing approaches. It identifies effective marketing strategies through analysis of marketing evolution and its reinterpretation under military and economic instability. Methods include systemic and comparative analysis, SWOT assessment, and scenario modelling. The paper outlines the shift to service-oriented logic, highlights limits of certain crisis concepts, and proposes a KPI-based strategic matrix. Marketing strategies are framed as an anti-crisis value system strengthening business resilience. The study provides tools to align strategy with financial results, improve revenue predictability, streamline management cycles, and support long-term viability.
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