Improving Marketing Methods in the Context of Social Transformations (Using the Example of Ukrainian Food Producers)

The article is devoted to the study of challenges and opportunities for improving the marketing methods of Ukrainian food producers in the context of profound social transformations caused by the war and related economic, cultural, and technological changes. Amid the 2022 armed conflict and its consequences, the social environment has significantly changed, affecting consumer behavior, logistics, market structure, and business priorities. The paper analyzes new socio-economic realities, issues of adapting marketing strategies, and the role of innovative technologies. A critical review of recent studies, including the latest publications (after February 24, 2022), highlighting the challenges of wartime and the post-war period, is presented. Based on this, comprehensive recommendations are formulated for food producers to enhance competitiveness through socially oriented, digital, and adaptive marketing. The research results have practical significance for Ukrainian enterprises striving to maintain and develop their business under crisis conditions.