The Development of Marketing in Times of Crisis: Current Trends and Prospects

The article examines the peculiarities of marketing development in the context of modern crisis processes caused by global challenges, digital transformation, the COVID-19 pandemic, and the full-scale war in Ukraine. The study focuses on the analysis of changes in the marketing environment, which have influenced the formation of new approaches to strategic planning, communication with consumers, and organization of marketing activities of enterprises. The main factors affecting the transformation of marketing practices are identified, including economic instability, changes in consumer behavior, technological development, and increased uncertainty of the external environment. The article analyzes the key trends in modern marketing, including digitalization of business processes, the growing importance of social media, development of influencer marketing, implementation of artificial intelligence technologies, personalization of communications, and strengthening of socially responsible marketing approaches. Particular attention is paid to the role of digital tools, which have become essential for maintaining communication with consumers, promoting products and services, analyzing market trends, and adapting marketing strategies to changing conditions. The study examines the adaptation of Ukrainian enterprises to wartime conditions, including changes © Гаврилюк І.І., 2026 in marketing instruments, regional differences, optimization of marketing budgets, and implementation of crisis management approaches. It is determined that the war has significantly influenced consumer behavior, increasing the importance of trust, brand values, social responsibility, and emotional connection between companies and their audiences. Under such conditions, marketing becomes not only a tool for increasing sales but also a mechanism for strengthening brand reputation and maintaining customer loyalty. The article substantiates that effective marketing in conditions of uncertainty requires flexibility, technological development, customer orientation, and the ability to respond quickly to external changes. Modern enterprises need to combine traditional and digital marketing tools, use data-driven approaches, and implement innovative technologies to improve decisionmaking processes.