MARKETING INNOVATIONS DURING MARTIAL LAW: A HISTORICAL EXCURSION AND CONTEMPORARY TRENDS IN BRANDING STRATEGIES

The purpose of the study is to clarify the features of marketing innovations and their application by national companies in the context of the russian-Ukrainian war. Methodology. To achieve the goal, analytical studies were performed and methods of abstract-logical, system-structural and comparative analysis, grouping, and compositional generalization were used. The results. The article theoretically and analytically examines the experience of using value marketing in foreign practice with the aim of adaptation and implementation in Ukrainian companies under martial law. The theoretical foundations, efficiency factors, marketing innovations were analyzed, and the effects of synergy were considered in the context of the experience of success in the implementation of value marketing, in that case by foreign companies. It has been proven that value marketing is an effective tool of strategic management as a basis for the development of entrepreneurship and the potential of Ukrainian business, taking into account the specifics of the domestic market. Scientific novelty. The theoretical and practical bases for using the marketing innovations were deepened in the conditions of the force majeure circumstances. The marketing of values’ content as an innovative direction of marketing according to its impact on the brand orientation for the socially oriented development of a company were clarified. Practical significance. The role and practical significance of the use of strategic components of value marketing in global and domestic business activities under force majeure conditions, as well as in the further formation of the influence of value marketing measures on the evaluation of company branding by consumers, has been proven. Reasoned recommendations of a scientific, methodical and practical nature regarding the functional structuring of value marketing will contribute to increasing the objectivity of the formation and evaluation of the appropriate marketing complex and the search for areas of improvement of activities taking into account the peculiarities and specifics in the conditions of force majeure.