Features of the formation mechanism of companies’ marketing strategies during the russian and ukrainian war: the dilemma «profitability – dignity»

Objective. The objective of the study is to study the problems of the formation of marketing strategies of companies during the russian-Ukrainian war and to provide recommendations for improving their effectiveness. Methods. In the process of writing the article, general and special methods of scientific research of economic processes were applied, in particular, a systematic approach, comparison, grouping, detailing, generalization, graphical display of information. Results. The article reveals the peculiarities of the marketing strategies of domestic companies and international corporations and their changes in connection with the decision to leave / not leave the russian market; systematized and corrected some aspects of this issue in the context of the russian and Ukrainian war; the level of world support for Ukraine in the war started by russia was analyzed, both from a financial and a moral point of view; studied the peculiarities, state of interaction and coordination of actions between the governments of different states and the relevant companies; both the largest international companies that changed their position were identified, as well as the share of companies that partially operated (or remain) on the russian market; waves of complete or partial withdrawal of international business from the russian market are highlighted; structured key changes in the formation of marketing strategies of companies during the russian-Ukrainian war; measures are proposed for their adjustment in accordance with each of the elements of the marketing strategy, such as: marketing tactics, changing the market and choosing the target audience, optimizing costs, changing the content strategy, constant analysis of the external environment.