DEVELOPMENT OF AN ANTI-CRISIS PROGRAM OF THE ENTERPRISE ON THE BASIS OF DIGITAL MARKETING

Abstract

The main objective of this study is to collect and analyze current research within the framework of anti-crisis programs and models in management. The crises that the world has faced since 2019 have radically changed the structure of doing business. Some effects of these changes are still felt even after 4 years. For Ukraine, with the outbreak of a full-scale war, these changes are much more pronounced and require greater efforts to overcome the consequences of the economic decline. One of the options for implementing an anti-crisis program for an enterprise is to use an online marketing strategy, the key factors of which are: company website, e-commerce, search engine marketing, search engine optimization, online advertising, email marketing. In the study, the main advantages of implementing an Internet marketing strategy at the enterprise are outlined, along with the potential disadvantages that may arise.

Keywords

• anti-crisis programs
• anti-crisis models
• marketing strategy
• online advertising
• AI tools