The war in Ukraine dealt a crushing blow to the country’s economy. The relevance of the topic is due to the marketing ability to be an effective tool for restoring and developing business in Ukraine. The paper aims to define the state and prospects for developing business and its marketing component during the war in Ukraine. The research analysis demonstrates that the share of business representatives who completely or partially ceased their activities during the first three months of the war decreased from 75.3% in March to 49.0% in May (compared to February 24, 2022), which is indicative of the gradual resumption of business in Ukraine. At the same time, it was found that in May 2022, the food retail, non-food retail, household appliances, and electronics sectors partially resumed their work. The best renewal rates are observed in the jewelry sector, and the worst – in the entertainment sector. A study of marketing activities in Ukraine shows that the most positive changes regarding gradual renewal are observed in digital marketing. The paper highlights the key consequences of hostilities for Ukrainian business and its marketing activities: supply chain disruption, reduced purchasing power, changes in consumer demand, stockpiling, and a state of uncertainty among business representatives. In addition, the study offers general approaches to adapting marketing and SMM during the war to preserve, restore, and further develop business in Ukraine.

This study came to inspect a new approach to the government debt security assessment based on the systematization of indicators in terms of four directions: solvency, liquidity, domestic indebtedness, and external indebtedness. The proposed methodology considers the weaknesses, which negatively affect the level of government debt security. It was established that in 2014−2016 the level of security at emerging markets was the worst. The main reason was insufficient solvency. Also, the obtained results showed that the general assessment of domestic indebtedness in recent years had a more dangerous level than the external one. In addition, it was revealed that similar problems with the level of debt burden are also presented in the EU countries since the value of the analyzed indicator – general government debt to GDP – exceeds 60%. It is recommended to consider the experience of debt management reform of new members of the EU and, at the same time, post-socialist countries by other emerging economies.

The article reveals scientific approaches to the creation of strategic guidelines for European integration processes based on the prediction of indicators of innovative development, considering international experience. This will make it possible to achieve the effectiveness of the processes of regulating innovation activity in the national economy and accelerate the pace of its development. The article proposes to identify relevant indicators of innovation activity to promote innovation changes based on the analysis of the overall innovation index of countries using econometric instruments. The characteristics of the process of introducing innovations in Ukraine are given in accordance with the individual components of the overall innovation index, which, according to the results of the calculation of the European Innovation Scoreboard, gives an idea of the various categories of countries-innovators in terms of the degree of innovative support for their economies. Based on the analysis of international statistical reporting, trends in the development of the innovation index in Ukraine and the European Union for a short-term period are established. Based on the Gompertz method, it is shown how the dynamics of each indicator will change, depending on the obtained predictive values of innovation development indices. This allows to determine the significance of regulatory instruments and generate appropriate forecasts. The methodology for finding regulatory instruments in the innovation development management system is developed depending on the speed of management intervention in the process of stimulating innovative changes. Strategic guidelines for the use of instruments for managing innovative development are formed depending on each index specifically. The content of the instruments is proposed depending on the priorities of the European integration activity and the influence of management on the formation of reforms, which will ensure the targeting of innovative regulatory initiatives in precisely those areas where the response of the national economy to the implemented influences will be most effective.

The formation of public finances in Ukraine is significantly influenced by fiscal risks, which, first of all, are associated with macro-economic shocks, accumulated through the State and guaranteed debt, natural disasters and other circumstances that have a significant negative impact on the stability of indicators of the budget system. The article is aimed at disclosing the essence, systematize methodological principles and practical approaches to managing fiscal risks for assessment, minimization of their impact on budget indicators in modern conditions of economic uncertainty. Comparison and generalization of existing developments of this problematics made it possible to systematize and characterize the following: the main approaches to understanding the economic essence of fiscal risks (functional, institutional, causal, structural, managerial); categorize risks in accordance with the current recommendations of international institutions (IMF, World Bank, OECD); reveal the peculiarities of the main components of the best practices of fiscal risk management in the countries of the world. Attention is focused on expanding the classification of fiscal risks in the national methodological provisions and their taking into account in the tax and customs spheres; directions of integration of the fiscal risk management system into the budget process of local budgets, amalgamated hromadas; development of scientific provisions on the substantiation of the integral indicator of assessing the fiscal risks, characterized by the nonlinear nature of the development of economic processes and the creation of powerful think tanks for qualitative measurement and forecasting of possible threats in the sphere of public finances.

Annotation. Introduction. Permanent financial crises, currency fluctuations, inflation expectations, intensification of competition, increasing regulatory requirements for bank capital and risk reserves, military-political instability, globalization processes - all this is pressure for a stable financial condition of the banking system. Given the Anglo-Saxon structure of the financial market of Ukraine, banks are in fact the only internal source of capital for individuals and legal entities, which determines the importance of the impact of the banking system on the financial security of the state. In the conditions of dynamism of the modern world the question of preservation of reliability and efficiency of the modern bank becomes more and more actual. The issue of crisis prevention, threats, risks is given considerable attention in world practice, which is due to the need to maintain public confidence in banking institutions. The resilience of the banking system and its members to internal and external threats cannot be ensured without effective tools for control and influence by the regulator. The state is directly responsible for ensuring not only the stable development of the banking services market, but also the effective functioning of all components of the financial system. Timely analysis of indicators of financial stability of the banking system allows to identify the main problems in the activities of domestic banks and identify areas for their elimination, which will ensure the stability of economic development of the state. Purpose. The purpose of the article is to clarify the essence of the concepts of "financial stability of the banking system" and "financial security of the state", as well as to determine the relationship between financial stability of the banking system and financial security of the state. Results. It is determined that assessing the financial stability of the banking system is an important strategic task to ensure the financial security of the state. The interconnectedness and the place of financial stability of the banking system among such categories as stability, security, efficiency and reliability are substantiated. As a result of the calculation, the place of the banking component in the general structure of the financial security of the state was clarified. The analysis allowed to systematize the main threats to the financial security of the state, the source of which are the factors of the banking sector