Anticrisis Marketing of IT Sector Companies in the Conditions of Economic Activity`s Informatization and Intellectualization

Abstract

The research actuality of the study is due to the fact that in fast-paced world of IT, the ability to adapt, innovate, and proactively address challenges is key to sustaining success and anticrisis marketing should be seen as an ongoing, dynamic process that evolves alongside the industry it serves. Aim of the paper is to justify the necessity of forming a model of anticrisis marketing of IT companies on the example of the adaptation of Ukrainian IT companies to the crisis conditions of their activities. In order to achieve the research goal, general scientific methods of analysis and synthesis, logical and situational analysis and specific methods inherent in management sciences (subjective-objective approach, economic and statistical analysis, method of ranking, grouping, comparison, classification) were used. The practical and theoretical relevance of this study is that the proposed and substantiated ways of IT companies’ anticrisis marketing model forming can be of practical interest to managers and leaders of these companies when avoiding or mitigating the consequences of crisis situations. Research materials can be used on practice when solving the problems of increasing the effectiveness of marketing activities of both Ukrainian and other IT companies during the crisis period in order to increase their competitiveness on the national and global markets.