IMPACT OF MARTIAL STATE ON MARKETING COMMUNICATIONS OF UKRAINIAN AGRICULTURAL ENTERPRISES

The article examines the impact of martial law on marketing communications of Ukrainian agricultural enterprises in conditions of military conflict and socio-political instability. The peculiarities of adapting marketing strategies and communication channels to the challenges caused by military actions are analyzed, in particular, changing consumer priorities, supply disruptions, information restrictions, and increased requirements for efficiency and reliability of information. Particular attention is paid to the development of digital and remote communication channels, which are becoming critically important in maintaining interaction with customers and partners. Barriers that complicate effective communication are considered, in particular, information security issues, distrust due to information chaos, and limited access to traditional advertising platforms. Recommendations are proposed to increase the resilience of marketing communications in crisis conditions, in particular, the implementation of flexible communication strategies, intensification of the use of social networks and mobile technologies, as well as the development of audience feedback systems. The importance of building long-term trust in the brand through transparency of communications, social responsibility of business and rapid response to consumer needs is emphasized. It is emphasized that in wartime, marketing communications have not only a commercial but also a social function - supporting consumer morale, promoting local initiatives and strengthening ties with the community. The article also focuses on the transformation of the role of marketing departments in the structure of agricultural enterprises. During the crisis period, they increasingly act not only as tools for promoting products, but also as important elements of managing reputational risks, monitoring the information environment and ensuring social communication. The results of the study can be used by agricultural enterprises to optimize communication processes and maintain competitive positions in the market under martial law, as well as a basis for developing anti-crisis strategies for interacting with stakeholders in the post-conflict period.