TRANSFORMATION OF APPROACHES IN MANAGEMENT AND MARKETING DUE TO THE COVID-19 PANDEMIC

Abstract

The article summarizes and systematizes the theoretical and methodological principles of the management and marketing transformation caused by the COVID-19 pandemic. The topic of the research is relevant because the risks of most types of economic activities have increased in the conditions of the coronavirus crisis. These factors caused changes in consumer behavior and led to corresponding transformations in the management and marketing activities of business entities. The theoretical and analytical basis of the article includes fundamental works of scientists, statistical data of the State Statistics Service of Ukraine and leading consulting agencies. Methods of abstract-logical generalization, systematic and historical analysis and synthesis, monographic and survey-analytical, graphic methods were used in the research. It was determined that significant macroeconomic imbalances appeared in the conditions of the coronavirus crisis, the way of life changed, and society became less cohesive and mobile. Destruction of added value chains, logistics networks, decrease in total business activity of business entities led to a general deterioration of the population’s living standards and the parameters of their consumer confidence. It is shown that the COVID-19 pandemic contributed to changes in the hierarchy of consumer needs of Ukrainians, shifting the focus to physiological and safety needs. Therefore, most of the marketing trends during the coronavirus crisis in Ukraine are related to social distancing, seclusion of people and fear of disease. It has been established that the main tools of marketing