Organizational Changes in the Marketing Activities of Industrial Enterprises in the Process of Forming Business Efficiency

The aim of the study is systematization of views on the co-evolution of marketing content in order to select tools for managing organizational changes in business efficiency in the development of economic relations. A systematic review of scientific literature on the topic of studying the content of marketing activities in the process of business formation was used as the main research method. Studies published between 2000 and 2024 were selected for analysis. As part of the primary selection, the authors analyzed more than 200 publications. The publications that best met the task of the study on the systematic review of the literature were included in the final sample, which amounted to 118 publications. The results obtained can be the basis for further selection of tools, methods and approaches that allow managing organizational changes in the field of marketing, taking into account the state of the internal and external environment of the enterprise