GEO-ECONOMIC CONFLICTS AS A FACTOR IN THE TRANSFORMATION OF INTERNATIONAL MARKETING STRATEGIES

The article examines the impact of geo-economic conflicts on the evolution and adaptation of international marketing strategies of transnational corporations and national companies operating in global markets. It shows that the modern world economy is in a state of hybrid competition, where economic, political, technological, and informational instruments of influence are intertwined. Geo-economic conflicts — trade wars, sanctions regimes, disruptions of supply chains, and economic pressure policies — are not only manifestations of the struggle for markets but also factors that change the global architecture of marketing communications. The purpose of the study is to identify patterns of transformation of international marketing strategies under the influence of geo-economic conflicts and to substantiate new business behavior models under increased global uncertainty. The methodological basis includes approaches of strategic management, international marketing theory, risk management, and geo-economic analysis. The results show that companies are shifting from global standardization to polycentric localization and partnership branding strategies focused on strengthening business resilience and consumer trust. The study identifies a trend of integrating marketing decisions with risk management systems, reputation communications, and digital technologies for monitoring conflict zones. The practical significance lies in forming recommendations for building anti-crisis marketing strategies of international companies aimed at minimizing losses and maintaining competitiveness in conditions of geo-economic turbulence.