The aim of the article is to justify the main tools for reducing the debt burden on the State Budget of Ukraine during the war and in the period of post-war reconstruction, based on the generalization of the world experience of restructuring the state debt and providing grant assistance. The research is based on the hypothesis of the need to develop and approve debt cancellation mechanisms for Ukraine, as well as the orientation of state policy to achieve an increase in the share of grant aid in post-war recon­struction, taking into account world experience, in particular the Marshall Plan (??). To achieve the specified aim, the research methods were used such as: historical, logical, methods of statistical analysis, synthesis and comparison, generalization. Given the unprecedented nature of the destruction caused and the fall in Ukraine’s GDP, there are reasons to insist on writing off most of Ukraine’s debt to inter­national organizations, including the IMF and the World Bank. The second component of the restructuring program should be the application of discounts to the nominal amount of debt for bond loans of private creditors. It was noted that in the conditions of active military operations in Ukraine, it is expedient to attract as much grant funding and long-term loans at preferential interest rates as possible.

The research has been focused on analyzing the stages of formation of Ukraine’s energy sector and its transformation in the context of full-scale military aggression from Russia. Considering the significance of energy for national security and economic growth, the article is emphasized the perspectives for green development during wartime. Specifically, it is examined the readiness of the energy sector to implement renewable energy sources and green technologies in the context of global challenges and the need to reduce dependence on traditional energy sources. The research is highlighted the interrelation between consumer-conscious development and stimulating innova­tion in the energy sector during crises. The relevance of the research is driven by global trends, climate changes, and the necessity for reforms in the energy sector. The hypothesis is suggested that the war may serve as a catalyst for implementing green development strategies and transitioning to renewable energy sources. The methodology is included an analysis of the stages of formation and the current state of the energy sector during military actions, as well as its preparedness for the implementation of environmentally friendly technologies. The re­sults of the research are confirmed that the conscious development of consumers, focused on supporting green initiatives, it can be a key factor in the development of the renewable energy sector in the conditions of geopolitical uncertainty.

Increased competition in the digital environment leads to the search for effective tools to attract targeted traffic to websites. Search engine marketing (SEM), which includes search engine (contextual) advertising (SEA) and search engine optimization (SEO), allows toachieve this aim by means of technical settings and consideration of marketing aspects in creating user impressions. The effectiveness of search engine marketing is tested in practice with the help of web analytics, which allows real-time tracking of traffic, its sources, and user actions, which helps identify the most effective tools and advertising campaigns. In the context of the emerging impression economy, improving the user experience of potential and existing customers at every touchpoint depends on the speed and convenience of achieving user goals in the digital environment. Search engine marketing is based on users’ search queries in the face of actualized demand. Therefore, websites that are quickly accessible in search and contain a value proposition in accordance with the search queries of potential customers will be convenient for users, have a competitive advantage by providing positive impressions based on an improved customer experience. This approach ensures that the interests of both users and businesses are satisfied, thus achieving the goals of digital marketing and business efficiency in general. The aim of the recearh is to substantiate the relationship between search contextual advertising and search engine optimization as search engine marketing tools and to identify their synergistic impact on creating positive user impressions, increasing targeted traffic and increasing website conversion. In the reseach, the general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generalization were used. Based on the semantic mechanism of working with search queries, the article substantiates the relationship between search engine advertising and search engine optimization as search engine marketing tools and reveals their synergistic impact on creating positive user impressions, increasing targeted traffic and increasing website conver­sion. The proposed algorithms for search engine advertising and internal search engine optimi­zation, taking into account the technical and marketing aspects of the implementation of these digital marketing tools, help in this regard.

Increased competition in the digital enviro­nment leads to the search for effective tools to attract targeted traffic to websites. Search engine marketing (SEM), which includes search engine (contextual) advertising (SEA) and search engine optimization (SEO), allows toachieve this aim by means of technical settings and consideration of marketing aspects in creating user experiences. The effectiveness of search engine marketing is tested in practice with the help of web analytics, which allows real-time tracking of traffic, its sources, and user actions, which helps identify the most effective tools and advertising campaigns. In the context of the emerging impression economy, improving the user experience of potential and existing customers at every touchpoint depends on the speed and convenience of achieving user goals in the digital environment. Search engine marketing is based on users’ search queries in the face of actualized demand. Therefore, websites that are quickly accessible in search and contain a value proposition in accordance with the search queries of potential customers will be convenient for users, have a competitive advantage by providing positive impressions based on an improved customer experience. This approach ensures that the interests of both users and businesses are satisfied, thus achieving the goals of digital marketing and business efficiency in general. The aim of the recearh is to substantiate the relationship between search contextual advertising and search engine optimi­zation as search engine marketing tools and to identify their synergistic impact on creating positive user experiences, increasing targeted traffic and increasing website conver­sion. In the reseach, the general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generali­zation were used. Based on the semantic mechanism of working with search queries, the article substantiates the relationship between search engine advertising and search engine optimi­zation as search engine marketing tools and reveals their synergistic impact on creating positive user experiences, increasing targeted traffic and increasing website conver­sion. The proposed algorithms for search engine adver­tising and internal search engine optimi­zation, taking into account the technical and marketing aspects of the implementation of these digital marketing tools, help in this regard.

In terms of market relations, the effectiveness of marketing systems is a decisive factor in the competitiveness of the enterprise. In today’s world, enterprises cannot exist without the introduction of innovative processes into production or to existing goods or services. The application of innovations in marketing, which increases profitability by 10%, is extremely relevant today, so there is an urgent need to study the spread of innovations in e-trade, taking into account marketing management. The aim of the article is to determine the impact of marketing management on the spread of inno­vations in e-trade. The research was conducted using methods of theoretical generalization and grouping; formalization and synthesis; principles of scientific content analysis. In order to assess the significance of the influence of the components of the marketing complex on the spread of innovations in e-trade, for the reliability of the research results and the justified choice of strategies, the model of F. Bass was chosen, which is characterized by the universality of application and the classification of e-consumers into social groups: innovators, early followers, early majority, late majority and outsiders. Price and promotion (advertising) are found to affect the size of the e-trade market, taking into account the elasticity of demand and the growth dynamics of the e-trade market size. Innovations ensure the further development of successful business and maintaining competitive positions on the market, therefore demand forecasting is a priority area. Marketing mix management affects all key elements of the Bass model, including innovativeness and imitation rates, total e-trade market size, and diffusion rates. It was found that the price is the dominant factor in the diffusion of innovations, and the effect of advertising is cumulative during the life cycle of the innovative product, which positively affects both the size of the market and the speed of diffusion of innovations.

The article is examined key principles, func­tions, systems and methods that allow ensuring market orientation of the production and sales activities of the enterprise, where effective management decisions are based not only on the capabilities of the manufacturer, but also prima­rily the needs of the agro-industrial market, existing and potential needs of consumers and buyers of agricultural products. It was the first time to propose a definition of the functional basis of agricultural marketing – it is a system of organizational, economic, technical, financial and commercial functions of enterprises, united by a synergistic effect, and aimed at optimal and adaptive satisfaction of consumer demand for agricultural products and food security. It has been established that agricultural marketing can be implemented in mechanisms of mutually beneficial exchange between various market subjects, create conditions for identifying con­sumer requirements and determining the possibi­lities of their satisfaction, which will provide an opportunity to study the agricultural market and forecast its dynamics, form demand for the products of this market and stimulate it distribution The main aim of the research is to offer the author’s interpretation of the concept of "agricultural marketing" and to determine of the functional basis of agricultural marketing in the conditions of martial law. The main hypothesis of the research is to prove the effectiveness of the functional basis of agricultural marketing in the conditions of a full-scale invasion of the Russian Federation on the territory of Ukraine. It has been proven that for effective planning and management of agrarian business of the national economy in the conditions of a full-scale invasion, as well as taking into account the existing conditions (alienation of territories, damage and occupation of part of the land), entrepreneurs are forced to effectively and quickly implement agricultural marketing in its economic activity for researching consumer needs, forecasting demand, studying assortment policy and developing a production program, studying channels of goods movement and organizing safe sales.

Ukraine is on the verge of joining the European Union, which requires, on the one hand, the transformation of the regulation of banking activity in accordance with the standards adopted by it, and on the other hand, the implementation of the concept of sustainable financing in all spheres of public life, including the banking system. Recently, a stable trend has emerged in the countries of the Euro zone, which consists in liaison of the mechanism of regulation of banks’ activity to the goals of sustainable financing, which makes it necessary to do changes to the existing standard of requirements for the capital of credit institutions (CI) and to regulate its adequacy. The mentioned metamorphosis has also spread to the banks of Ukraine, which are only taking the first steps in the direction of introducing the key principles of sustainable financing into their practical work. Along with the above, in the near future the domestic banking sector may face the problem of "greening" the mechanism of regulation of their activity according to European standards, directives, regulations and guidelines. Solving this extremely difficult problem will require the NBU to take decisive and, at the same time, well-balanced measures, which would not hinder the active development of investment and lending in a sustainable economy. The aim of the study is to reveal the key provisions of the regulation of banks in the EU, to determine the vectors of their change in accordance with the goals of sustainable financing, as well as to develop recommendations for the banking sector of Ukraine. In this research, methods of scientific knowledge were used, in particular: obser­vation, theoretical generalization, ab­stract­tion, comparison, analysis and synthesis, induction and deduction. The main provisions of the Directive on capital requirements and regula­tion of capital adequacy of banks in the European Union are outlined. The essence of harmonious finance and the stages of its transformation in EU countries are revealed. The ecological vector of the regulation of banks’ activities was considered, and the difficulties and prospects of its implementation in the banks of Ukraine were determined. A "chain" of step-by-step implementation of the NBU’s "environ­mental" regulatory initiatives in Ukrainian banks is proposed based on the best European practices and the possibilities of their imple­mentation in a country at war.

In modern conditions, the market of financial leasing services occupies a prominent place in the economy of developed countries. Financial leasing is a kind of symbiosis of lending and renting, it has a number of sig­nificant advantages for ensuring and expan­ding the activities of business entities due to the replenishment of their investment income, a convenient source of financing, the possibility of using modern and often expensive equipment without significant costs, modernization of production and normalization of the financial and economic state of business, which invi­gorates the development of the country’s economy as a whole. In Ukraine, despite 30 years of development, financial leasing has repeatedly encountered difficulties, including the problems of the origin and formation of the leasing services market (90s), imperfect legislation, the decline during the financial crisis and post-crisis recovery, and currently – fun­ctioning in the conditions of war. The economic instability of the past years and the conditions of the present significantly affect the pace of development of the leasing industry, and therefore its recovery is currently a matter of time. The growth of the financial leasing market in conditions of a pandemic, economic recession and martial law makes it necessary to have a clear mechanism for regulating leasing acti­vities. The priority reference point is the European experience, the study of which in the framework of strengthening the innovative focus of the development of the domestic economy will make it possible to choose a relevant model of the functioning of the modern financial leasing market. The aim of the article is to determine the regulatory requirements in the field of leasing activity, the key vectors of the development of the domestic market of financial leasing services in the context of European integration. To achieve the aim, scientific methods of analysis, synthesis, systematization, graphic and generalization were applied. It was established that, despite a number of problems, the leasing market of Ukraine still has all the prospects of becoming one of the powerful markets of the Central and Eastern Europe region. In this direction, it is urgent to strengthen financial literacy among the population and business entities regarding the understanding of leasing as an innovative way of purchasing equipment and a flexible business financing tool, ensuring an increase in the level of penetration of leasing into the domestic economy, expanding the spheres of attracting external financing, developing state programs, developing vendor financing.

The social properties of the hotel business are objectively determined by the course of phenomena and processes that reflect, on the one hand, the relevance of the increase in the economic activity of the social component, which is focused on the social needs of the consumer, and on the other hand, the strengthening of the importance of the social factor in the conditions of humanitarian crises. The trigger that led to the growth of the social function of the hotel business was the full-scale invasion of Russian troops into Ukraine, which caused a wave of migration of the Ukrainian population. In these conditions, the Polish hotel business imple­mented the function of social responsibility towards Ukrainian refugees, offering temporary shelter and organizing needs. The research aim of this paper is to analyze the role of hotels in the direction of Ukrainian refugees support during 2022. General scientific and special methods of cognition were applied: abstract-logical and comparison; analysis and synthesis, analogies, questionnaires; theoretical generalization and formulation of conclusions. The obtained results of the research on the peculiarities of providing temporary accommodation and food services to refugees indicate that the satisfaction of their primary needs intensified the determination of the importance of the social functions of the hotel business in the conditions of humanitarian crises. It has been proven that it is expedient to include informational and social services (assistance in employment) in the structure of hotel services. It has been established that the needs and expectations of refugees will require the hotel business to develop a certain algorithm of actions to attract external funding, which is a factor in ensuring (growth) of revenue and the ability of hotels to increase the amount of support to refugees without reducing key indicators of economic activity. The relevance of the topic of gender is confirmed by the coverage of the issue of providing guarantees to the hotel business by the United Nations Refugee Agency in order to create proper conditions for refugees in the conditions of military conflicts. Support for migrants is, on the one hand, "search for sources of funding" and, on the other, "assis­tance in the integration process." The article describes the areas of support offered by hotels to refugees seeking temporary shelter in Poland. Taking into account the experience of the social activities of Polish hotels will allow to increase the level of social responsibility of national hotel chains, gives them the opportunity to be involved in the decision-making process that will restore the hotel business in Ukraine.