INTEGRATION OF CRISIS MANAGEMENT MEASURES INTO THE ENTERPRISE STRATEGIC MARKETING MANAGEMENT SYSTEM

Abstract

This article investigates the integration of anti-crisis measures into the strategic marketing management system of enterprises in unstable market conditions. It examines modern crisis management approaches, emphasizing business model adaptation, targeted marketing, digital technology use, and crisis communication. The study analyzes global practices such as optimizing marketing expenditures, market diversification, flexible pricing, and customer engagement through digital platforms. It highlights digital transformation as a fundamental element of anti-crisis marketing, focusing on artificial intelligence, big data analytics, and automation. These technologies enhance customer interaction, improve operational efficiency, and facilitate rapid market adaptation. The financial aspects of crisis marketing are also explored, emphasizing cost-efficient promotional methods like targeted online advertising and influencer collaborations. The study underscores the importance of crisis communication in managing reputational risks and sustaining consumer trust. Transparency, responsiveness, and stakeholder engagement are identified as essential crisis response strategies. Case analyses demonstrate how businesses effectively use communication tools to navigate crises. The findings indicate that enterprises implementing adaptive, data-driven marketing strategies enhance resilience and competitiveness. The research highlights the need for continuous market monitoring, digital investment, and revenue diversification. Practical recommendations focus on integrating sustainable crisis marketing strategies aligned with market dynamics. Accordingly, the use of big data analytics allows companies to predict potential risks and respond to them in a timely manner. This study contributes to strategic marketing research by providing information for companies seeking to shape strategic marketing management and sustainable development in an uncertain environment. The findings can be useful for developing the formation of a system of strategic marketing management of an enterprise in crisis conditions and increasing the adaptability of business in the modern competitive environment.