PARADIGMATIC CHANGES IN MARKETING CONCEPTS IN THE CONTEXT OF BUSINESS DIGITALIZATION: UKRAINIAN EXPERIENCE

The article examines the transformation of marketing concepts under the influence of business environment digitalization processes in Ukraine under crisis conditions and martial law. It analyzes the evolution of marketing approaches from classical concepts to modern digital paradigms, taking into account national characteristics. The research identifies key trends in the paradigm shift of Ukrainian enterprises' marketing strategies, including the transition from mass marketing to personalized approaches, the development of omnichannel interaction, and the transformation of the traditional marketing mix. The study systematically explores the implementation features of digital marketing tools by Ukrainian companies and their adaptation during wartime. The article summarizes the experience of Ukrainian businesses in transforming marketing strategies during the crisis period and identifies key factors for successful adaptation. The necessity of rethinking traditional marketing concepts in light of digital reality and crisis conditions of business functioning in Ukraine is substantiated. The authors propose a conceptual model for transforming marketing strategies of Ukrainian enterprises in the context of digitalization and outline strategic directions for developing marketing approaches in the post-war period. The research findings indicate a significant paradigm shift from transaction-oriented approaches to relationship marketing based on digital technologies, with emphasis on customer experience management and value co-creation with consumers. The study substantiates the importance of developing digital competencies among marketing professionals as a critical factor for successful implementation of new marketing paradigms in Ukrainian business. The authors propose recommendations for Ukrainian enterprises on adapting marketing concepts to digital transformation conditions, with emphasis on flexibility, analytics-based decision-making, and customer-centricity. The article contributes to understanding how national and crisis-driven contexts shape the digital evolution of marketing practices.