Digital marketing changes during the Russian war in Ukraine 2022

Abstract

The war became the biggest tragedy for Ukraine. This research will be one of the first marketing scientific articles from the first row of war theatre. The usual logic of entrepreneur is to close the store in case of war because of risks and damage. This research shows that it is possible to grow business even during the war using digital marketing tools. The author tells how to turn risks into possibilities and that there still is a chance to receive clients when competitors are closing. Real numbers of marketing efficiency are provided in this article. Unique factor of war changes management and marketing into fully new concept. New segment of customers appears from the number of soldiers. Ukrainian people start ordering from abroad changing the clients service principles

DOI: 10.15276/mdt.6.3.2022.2

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