MARKETING COMMUNICATIONS OF INDUSTRIAL ENTERPRISES DURING MARITAL STATE: MAINTAINING COMPETITIVENESS AND STRATEGIES FOR IMPROVING EFFICIENCY

Abstract

The article examines the consequences for industry of the invasion of Ukraine by the aggressor country and the measures taken by industrial enterprises to protect the preservation of their operations, namely, relocation to safer regions of the country. Paying attention to the instability and unpredictability in the current conditions of war, the main challenges faced by industrial enterprises in developing a marketing communication strategy are analyzed. The article highlights the problems faced by industrial enterprises during military operations, in particular: power outages, attacks on infrastructure facilities, communication restrictions and population migration, and describes problems with logistics and communication with customers and suppliers. It is established that marketing is the center of enterprise management, contributing to the development and maintenance of relations between the enterprise and the outside world. The author substantiates the approaches that help enterprises to maintain their position in the market, in particular, by focusing on marketing communications as a tool for maintaining and expanding the target audience, creating a positive image and responding to changes in the internal and external environment. To improve the effectiveness of marketing communications of industrial enterprises, the author proposes a list of measures that will help to maintain competitiveness and increase efficiency. The study used the following general scientific and special methods: scientific generalization and systematization – to substantiate the features of marketing communications in the context of the vita and identify the problems that arise in its construction; system analysis – to identify the main trends that are inherent in enterprises in the current environment; logical synthesis – to explain the results of the study.