TRANSFORMATION OF MARKETING IN WARTIME AND POSTWAR

The study is relevant to the current global trends of business environment turbulence and marketing transformation under the influence of the war in Ukraine. The purpose of the article is to identify the reasons for the transformation of marketing under the influence of the war in Ukraine related to various aspects of the problems of marketing activities of business companies that lead to this, and to develop recommendations for improving marketing policy and improving the prospects for business profitability. The novelty of the study lies in the creation of a theoretical model of marketing transformation in the context of turbulence in the business environment. The object of the scientific research is determined as marketing activities of Ukrainian business representatives during the war. The research methodology includes such methods: comparative analysis, critical analysis, descriptive analysis, statistical analysis. The study is based on the results of a sociological survey of business representatives in Ukraine. The study's limitations are that the data collection period covers September-October 2022 during the war in Ukraine. The obtained results confirmed the authors’ hypothesis H1 that Ukrainian businesses use the limited marketing toolkit in times of war that worsens perspectives of marketing transformation in the direction of income growth; H2 – relocation has not really become the driver of marketing transformation in the war-time period as majority of businesses has not realized it in general; H3 – one more problematic zone of marketing activity in the war-time period is the ability of work with clients, which is not well used by the majority of surveyed Ukrainian businesses; and Н4 – the main problem for business not only the war itself, but the absence of effective marketing strategy in general. The practical value of the research for the young scientists’ community is in the use of the model of marketing transformation and the practical research results in changing the marketing identity of business entities, which gives the opportunity to improve marketing strategy and the company’s profitability. The possible directions of the research development are studying of the correlations of marketing with other elements of business activity and their impact on post-war business recovery

PROSPECTIVE BIOLOGICAL ACTIVE COMPOUNDS AMONG 7-SUBSTITUTED OF 3-BENZYL-8-PROPYLXANTHINES FOR TREATMENT OF METABOLIC SYNDROME PATHOLOGIES

Aim – the search for biologically active compounds with diuretic and hypoglycemic action among 7-substituted of 3-benzyl-8-propylxanthines, which can be used for the treatment of pathologies of “metabolic syndrome”. Materials and methods. 30 new chemical compounds among derivatives of 7-substituted of 3-benzyl-8-propylxanthines by PASS prediction filter were chosen for diuretic and hypoglycemic activity researches. Diuretic, hypoglycemic activity and for the most active compounds – the acute toxicity were studied in vivo. The molecular docking, which is based on EADock DSS mechanism of the modulation displayed the interaction between some of functional groups inside discovered xanthine ligands and known receptors and enzymes presented in Ligand-protein Database of Swiss Institute of Bioinformatics. Results. It has been shown that synthesized compounds displayed strong diuretic and medium hypoglycemic activities. The molecular docking modulation (SwissDock) of interaction of xanthine derivatives hits with proposed receptors and enzymes revealed prospective of using 7-substituted of 3-benzyl-8-propylxanthines as potential drugs for treatment of metabolic syndrome pathologies. Conclusion. The diuretic activity of the new 23 compounds of 7-substituted of 3-benzyl-8-propylxanthines and hypoglycemic activity of the new 7 derivatives of 7-substituted of 3-benzyl-8-propylxanthines was studied. Results of performed investigation illustrate that 7-substituted of 3-benzyl-8-propylxanthines demonstrate biological activity comparable to standard drugs. We also proposed probable molecular targets for the most active compounds by molecular docking method. It was shown that derivatives of 7-substituted of 3-benzyl-8-propylxanthines can be used for metabolic syndrome disorders prevention

PROSPECTIVE BIOLOGICAL ACTIVE COMPOUNDS AMONG 7-SUBSTITUTED OF 3-BENZYL-8-PROPYLXANTHINES FOR TREATMENT OF METABOLIC SYNDROME PATHOLOGIES

Aim – the search for biologically active compounds with diuretic and hypoglycemic action among 7-substituted of 3-benzyl-8-propylxanthines, which can be used for the treatment of pathologies of “metabolic syndrome”. Materials and methods. 30 new chemical compounds among derivatives of 7-substituted of 3-benzyl-8-propylxanthines by PASS prediction filter were chosen for diuretic and hypoglycemic activity researches. Diuretic, hypoglycemic activity and for the most active compounds – the acute toxicity were studied in vivo. The molecular docking, which is based on EADock DSS mechanism of the modulation displayed the interaction between some of functional groups inside discovered xanthine ligands and known receptors and enzymes presented in Ligand-protein Database of Swiss Institute of Bioinformatics. Results. It has been shown that synthesized compounds displayed strong diuretic and medium hypoglycemic activities. The molecular docking modulation (SwissDock) of interaction of xanthine derivatives hits with proposed receptors and enzymes revealed prospective of using 7-substituted of 3-benzyl-8-propylxanthines as potential drugs for treatment of metabolic syndrome pathologies. Conclusion. The diuretic activity of the new 23 compounds of 7-substituted of 3-benzyl-8-propylxanthines and hypoglycemic activity of the new 7 derivatives of 7-substituted of 3-benzyl-8-propylxanthines was studied. Results of performed investigation illustrate that 7-substituted of 3-benzyl-8-propylxanthines demonstrate biological activity comparable to standard drugs. We also proposed probable molecular targets for the most active compounds by molecular docking method. It was shown that derivatives of 7-substituted of 3-benzyl-8-propylxanthines can be used for metabolic syndrome disorders prevention