MANAGEMENT OF CHANGES IN MARKETING ACTIVITIES OF INDUSTRIAL ENTERPRISES AND ADAPTATION OF THEIR BUSINESS MODELS TO THE CHALLENGES OF DIGITALIZATION

The article is devoted to the study of modern trends in management of changes in the marketing activities of industrial enterprises, caused by the processes of digitalization and the development of Industry 4.0. The author analyzed the challenges associated with the adaptation of traditional business models to the rapidly changing competitive environment, and also identified the key factors of a successful marketing strategy for enterprises in the industrial sector. Among the significant challenges faced by the marketing of industrial enterprises during the period of digitalization of the economic space are: modernization of IT infrastructure, attraction of highly qualified specialists, changes in customer behavior, development of competition at the technological level, mastery of big data management skills, which in turn led to the emergence of technological gaps that require immediate management in order to eliminate them. The author emphasizes the need for a comprehensive approach to the transformation of marketing strategies, which includes not only technological, but also organizational aspects of changes. The main attention is paid to the impact of Industry 4.0 on marketing business processes. The article emphasizes that the use of modern digital technologies, such as Big Data, artificial intelligence, CRM systems and business process automation, allows you to increase the effectiveness of marketing communications, optimize decision-making processes and improve the personalization of interaction with customers. The importance of integrating IoT (Internet of Things) and data analytics for increasing the accuracy of demand forecasting and promptly adjusting marketing strategies and campaigns is considered. The article proves that successful change management in the marketing activities of industrial enterprises requires a strategic approach based on the implementation of innovative technologies, increasing customer focus and developing an internal culture of adaptation to change. This allows enterprises to remain competitive in a dynamic market and digital economy.