SELF-ACTUALISATION OF A MARKETER IN THE POST-CRISIS GROWTH ENVIRONMENT: PSYCHOLOGICAL RESOURCES AND TECHNIQUES FOR BUILDING EMOTIONAL RESILIENCE

Abstract

Objective. The purpose of the article is to theoretically and methodologically substantiate the importance of personal resources that contribute to the self-actualisation of a modern marketer, to systematise and present effective techniques for developing emotional stability and to build a model of psychological support for the self-actualisation of a marketer within the framework of his post-crisis growth. Methods. The main research methods are theoretical analysis, synthesis, generalisation, structuring and comparison, systematisation, content analysis, modelling. Results. The article examines the impact of self-actualisation of the individual on the process of post-crisis growth of a marketer as a condition for their further professional development. It is emphasised that in the context of war, social instability and psychological exhaustion, the need for internal recovery, rethinking of values and the formation of new points of support becomes especially relevant. It is the post-crisis growth based on conscious work with one's own emotional states that allows a specialist not only to contribute to their own survival in critical circumstances, but also to promote the formation of a commitment to active professional actualisation. The role of self-actualisation as a deep process of restoring integrity, internal motivation and meaningful activity is theoretically substantiated. On the basis of the analysed provisions, a model of psychological support for the self-actualisation of a marketer within the framework of his post-traumatic growth is presented: from techniques of quick self-help, through the means of forming psychological flexibility, to strategies of long-term support. Conclusions. Self-actualisation of a marketer’s personality in a crisis appears not only as an internal potential for growth, but also as an effective mechanism for adaptation, emotional stabilisation and preservation of professional development. The proposed model promotes an integrated approach to professional recovery and achievement of self-actualisation as a holistic personal and professional development of a marketer.