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УДК 65.012.8:658.8 (477)

DOI: https://doi.org/10.36887/2415-8453-2025-4-5

Tyurina Nila,
Candidate of Economic Sciences, Professor, Head of the Department of Management and Administration,
Khmelnytskyi National University,
https://orcid.org/0000-0003-1337-1460
Nazarchuk Tetyana,
Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Management and Administration,
Khmelnytskyi National University,
https://orcid.org/0000-0001-9153-0733

JEL classification: R11, O18, Q13

Published: 19.12.2025

The article substantiates the need for a scientific study of the marketing foundations of enterprise potential in crisis management. A theoretical review of the works of domestic and international scholars on the research topic has been conducted. It has been established that crisis management based on marketing principles represents a proactive adaptation of enterprises to market changes. A comparison of marketing implementation processes across different areas of enterprise activity under stable and crisis conditions has been conducted, and the concept of “anti-crisis marketing” has been defined. The strategies for implementing marketing technologies in enterprise crisis management have been analyzed, and the priority combinations of such strategies under crisis conditions have been substantiated. The enterprise’s anti-crisis marketing system has been developed, and its key advantages have been identified. A structural model of interaction between crisis management and modern marketing technologies has been proposed. A mathematical representation of the model has been presented as a system of interrelated analytical equations according to the following indicators: the level of crisis management efficiency, the degree of implementation of modern marketing technologies, the enterprise’s economic efficiency, the level of external environment development, the degree of communicative activity, the level of customer loyalty, and innovation activity. General conclusions have been drawn based on the results of the research conducted, and the prospects for further scientific developments in the specified field have been identified. Marketing is a strategic element of anti-crisis policy, ensuring the enterprise’s flexibility, adaptability, and alignment with market needs. Integration of the marketing approach enables you to identify threats early, maintain a competitive position, maintain a positive image, and build consumer trust.

Keywords: management, crisis management, potential, enterprise potential, crisis management strategies, crisis marketing.

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Tyurina Nila, Nazarchuk Tetyana. . Anti-crisis management of enterprise potential based on modern marketing technologies. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #4. 32-36pp. https://doi.org/10.36887/2415-8453-2025-4-5

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Tyurina Nila, Nazarchuk Tetyana. "Anti-crisis management of enterprise potential based on modern marketing technologies". The journal "Ukrainian Journal of Applied Economics and Technology". . https://doi.org/10.36887/2415-8453-2025-4-5

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