Adaptation of marketing strategies in crisis conditions

Abstract

The paper examines the theoretical and practical aspects of adapting marketing strategies during war and crisis situations. The author's model «3C» (Communication, Customer-Focus, Cooperation) is proposed, examples of effective cases are given, and an algorithm for anti-crisis communication is developed. The study has theoretical and methodological value, as it generalizes modern approaches to crisis marketing, and practical significance - it offers specific recommendations for business.