THE ROLE OF MARKETING TECHNOLOGIES IN THE POST-WAR RECOVERY OF THE LUXURY SEGMENT IN UKRAINE

Abstract

INTRODUCTION. The relevance of the study lies in examining the use of marketing technologies in the luxury segment during the post-war recovery in Ukraine. After the conflict, there was a need for effective marketing strategies to support the development of Luxury goods and services in the country. RESEARCH HYPOTHESIS: The main hypothesis of the study is that the use of marketing technologies can stimulate the recovery of the Luxury segment in post-war Ukraine, attracting customers and strengthening the position of luxury brands in the market. The main objective of the research is to investigate the effectiveness of marketing technology utilization in the Luxury segment of post-war Ukraine and identify key factors contributing to the success of marketing strategies in this industry. METHODS. To achieve the set objective, the following research methods were employed: analysis of scientific literature, empirical research, consumer surveys, and analysis of statistical data on the luxury segment market in Ukraine. FINDINGS. The results of research strongly confirm the hypothesis regarding the importance of marketing technologies in the recovery of the luxury segment in post-war Ukraine. It has been found that the effective use of these technologies significantly influences the development of this segment, ensuring attractiveness to new customers, strengthening brands, and increasing sales. These findings underscore the necessity of actively implementing marketing strategies utilizing modern technologies for the successful development of the luxury segment within the context of post-war recovery in Ukraine. CONCLUSION. Based on the obtained results, it can be concluded that the use of marketing technologies is a crucial success factor for the Luxury segment in post-war Ukraine. The research findings confirm that the effective utilization of these technologies contributes to attracting new customers, strengthening brands, and increasing sales in the luxury segment. Depending on the industry context and specific conditions of the Ukrainian market, it is recommended to actively develop and implement effective marketing strategies to support the development of luxury goods and services in the country. KEYWORDS: marketing technologies; Luxury segment; post-war recovery; Ukraine; marketing strategies; customers; brands; market research.