The article substantiates the necessity of using crisis marketing as a tool for achieving balanced sustainability of territorial development. The relevance of its use in Ukraine is determined by military actions. An approach to forming the concept of crisis marketing for territories is proposed to ensure their sustainable development using the example of Ukrainian regions. Definitions of the concepts “territory” and “crisis marketing of a territory” are provided. The risks to sustainable development and the loss of consumer attractiveness of Ukrainian territories are assessed. The theoretical foundations for forming the concept of crisis marketing for sustainable development of territories are examined through the lens of sustainable development theory and concepts of crisis management at the regional level.
Publication Date: 2026-06-11