Developing Business And Marketing In А Time Of War Confrontation
The article deals with some of the modern trends in the development of the marketing concept. The argument is
presented that classical marketing is losing its importance; the defining characteristics of the future marketing model are
discussed: global consumer’s culture in the time of military conflicts- globalization through higher mobility, mass media,
music, sport are studied. Further studies are made into the nature of similar and different types of consumer behavior in
circumstamces of war. Some of the applications of new culture in marketing are shown, along consequences of the
development of the marketing concept.
Key words- marketing channels, marketing mix, military conflicts, social media JEL M31 M3