FORMATION OF A MARKETING SYSTEM FOR MANAGEMENT OF STRATEGIC CHANGES IN AGRICULTURAL ENTERPRISES

The study examines the essence of a marketing strategic approach to change management in the activities of agricultural enterprises, highlights the principles of building a change management strategy, and proposes options for developing and implementing changes. The theoretical, scientific, methodological, and practical foundations of the formation of a marketing change management system at agricultural enterprises and ways to improve the effectiveness of change management in an unstable environment are substantiated. Change management represents the methods and ways in which an organization defines and implements various processes of change, both internal and external. Typically, this means that change management principles are relevant when preparing employees for various organizational changes, helping them make the transition, establishing the exact steps they need to take to implement the changes, and monitoring the consequences that the changes cause. Given the typically complex nature of large-scale changes and the natural resistance of people to them, applying a structured approach to implementing change is usually the most effective way. Theoretical research highlights the need for marketing management to be responsive and adaptive to a dynamically changing business environment. One of the most important aspects of a successful marketing organization is the ability to collaborate and communicate effectively within and across departments and stakeholders. Each type of communication should have a clear purpose, agenda, and format, and it should involve the appropriate stakeholders and decision makers. It is established that the marketing concept of change management is based on the principles of integrity and synergy, which are reflected in modern marketing management. This allows agricultural enterprises to integrate detailed analytical data, which contributes to the development of customer-oriented strategies and increasing the effectiveness of marketing efforts. The main goal of this approach is to treat the needs and satisfaction of consumers as a priority of the organization, focusing on the interaction between the organization, customers, stakeholders and competitors.