Methodological foundations of the integration of marketing and crisis management in the context of modern economic turbulence

The article is devoted to the substantiation of the methodological foundations of the integration of marketing and crisis management in the context of modern economic turbulence. The author focuses on the transformation of marketing from an auxiliary promotion function into a strategically significant management discipline that plays a key role in overcoming crises. The stages of crisis management as a structured cycle, the principles of its construction (consistency, adaptability, integrativity, etc.) and the role of marketing in each of them are considered. The concept of anti-crisis marketing is introduced as an independent concept aimed at managing uncertainty, preserving customer value and building brand sustainability. Special attention is paid to digitalization and the introduction of AI as critical factors for adapting marketing strategies in the VUCA environment. The article analyzes modern management models, including agile, lean and cross-functional structures, as conditions for effective integration of marketing into anti-crisis processes. The presented approach is supported by practical examples and highlights the need for synergy between these areas to increase the sustainability and competitiveness of organizations.