Features of strategic trade marketing in Ukraine under martial law

The subject of the research is the theoretical and practical aspects of researching the features of strategic trade marketing in Ukraine under martial law.The aim of the research is to determine the main elements of strategic trade marketing, to study the key components of strategic trade marketing under martial law and to propose directions for adapting strategic trade marketing under martial law.Research methods. The study used both general scientific and special research methods: induction and deduction, analysis and synthesis, graphical and analytical, tabular methods; interviews with experts, literature review, case studies and surveys.Results of the investigation. It is determined that strategic trade marketing is a unique and specific branch of marketing that focuses on strengthening relationships and effective interaction between manufacturers and retailers. The author proves the importance of strategic trade marketing, which consists in developing and implementing strategies that increase the demand for goods from the end consumer through sales channels, which is achieved by optimizing the presentation of products, improving their perception at points of sale and ensuring a high level of customer service. Attention is focused on the importance of strategic trade marketing in modern business, since for manufacturers it is an opportunity to strengthen their positions on store shelves, for retailers it is a tool for optimizing the assortment, increasing sales and, as a result, increasing profitability. It has been established that effective trade marketing strategies contribute to the creation of a unique selling proposition, which is a key factor in a highly competitive market.Scope of the results. Marketing, Digital marketing, Industrial marketing, Strategic marketing, Trade marketing, Economy, National economy.Conclusions. The martial law in Ukraine has posed many new challenges for businesses, but also opened up opportunities for development and innovation. Strategic trade marketing, including flexibility, channel diversification, localization, brand loyalty, and digital technologies, is the key to successful adaptation in a crisis. Businesses that are able to respond quickly to changes and seize new opportunities will not only survive but also strengthen their market position. Thus, successful marketing strategies should take into account the changed conditions, be flexible, ethical and responsible. The use of digital technologies and support for local communities are becoming key factors in maintaining competitiveness and consumer confidence. Thus, strategic trade marketing in the context of martial law in Ukraine requires not only strategic thinking and flexibility, but also great responsibility to society and consumers, where adaptation to new conditions and ethical leadership become key elements of successful functioning in difficult economic conditions.