The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.
Analysis of the secondary marketing information proves that the dairy sector is the leading in the Ukrainian food and processing industry. It not only affects the well-being and health of the population, but also the food security of the country. At the same time, the Ukrainian dairy market operates in conditions of intense competition. As a result of the military action the number of milk processing enterprises in Ukraine decreased at the end of 2022, at the same time, a decrease in the production of several dairy products in natural terms is observed while their prices are increasing.
The influence of various factors on consumer behaviour, controlled and uncontrolled by the firm, is characterized. Describing that all elements of the marketing complex, which are controlled by the enterprise, have special influence on consumers decision to purchase goods.
The purpose of the article is to summarize the peculiarities of marketing communications in the field of culture and arts and philharmonic in particular, to consider the financial component of the activities of the philharmonic and to propose measures for its improvement. Analyze modern creative means and tools of communication marketing and adapt them for activities of philharmonic. The article investigates that organizations of the sphere of culture and arts and philharmonic society, in particular, operate in conditions of instability, great competition and uncertainty.
Development of business operations in international markets cannot happen without marketing communications as prerequisite for acquiring and maintaining successful business relationships. Polish enterprises focus on communication with institutional stakeholders. While relatively narrow in their tool choice, those processes take advantage of new media, adapt well to local conditions and stages in relationships with partners, and produce satisfactory level of effectiveness.