ОСОБЛИВОСТІ РЕАЛІЗАЦІЇ МАРКЕТИНГОВИХ ПРОЕКТІВ У ВОЄННИЙ ПЕРІОД

The article considers the importance of project management in marketing activities in crisis situations, in particular during martial law. The article identifies the need to adapt management processes to an unstable market environment, including digitalisation, automation of business processes, introduction of modern management methodologies and strategic use of resources. The article analyses approaches to minimising risks, optimising costs and increasing the effectiveness of marketing campaigns. Considerable attention is paid to the use of analytical tools, CRM systems and digital platforms to improve customer interaction. The study demonstrates that flexible management methodologies such as Agile and Lean help companies quickly adapt to new challenges and maintain competitiveness. The importance of process automation, personalised marketing, and effective information flow management to ensure business stability in the face of uncertainty is substantiated. Special emphasis is placed on the possibilities of strategic planning, in particular, the identification of key development priorities, adaptation of business models and integration of innovative solutions. Particular attention is paid to the mechanisms for implementing project management in marketing activities, including the stages of project development, implementation and control. The use of key performance indicators (KPIs) and flexible approaches to resource management allows companies to respond more quickly to changes in market conditions. The article highlights the issues of forming effective teams in times of crisis, which involves developing the leadership skills of managers, improving internal communication and stimulating the innovative activity of staff. The results of the study emphasise the importance of digital transformation, automated analysis of market data and personalisation of marketing strategies for effective project management in times of economic instability. It is determined that companies that use modern project management technologies are able not only to overcome the challenges of crisis situations, but also to find new opportunities for development and strengthening of market positions. The obtained results may be useful for scientists, marketers, managers and executives of enterprises operating in an unstable economy and requiring effective approaches to project management.