STRATEGIES FOR MARKETING ADAPTATION OF BUSINESS IN UKRAINE TO UNCERTAINTY

Abstract The article studies modern approaches to formation of marketing strategies of adaptation of Ukrainian enterprises in conditions of uncertainty and crisis phenomena. The theoretical foundations for building adaptive marketing strategies are disclosed, the key approaches to managing marketing activities in an unstable external environment are systematised. The features of implementation of adaptive strategies in the context of current challenges faced by the Ukrainian economy are analysed. A comprehensive model of marketing adaptation is proposed, which takes into account the specifics of the functioning of enterprises in conditions of constant change and high level of uncertainty.