The Concept of Change Management in the Marketing Activities of Enterprises

In the context of the formation of technological independence of Russia, the most important task is to ensure the market orientation of the production capabilities of domestic enterprises of the military-industrial complex. Possessing significant scientific, technological, production and personnel potential, they are capable of implementing large-scale goals for the production of high-tech civilian and dual-purpose products aimed at achieving the goals of import substitution and overcoming the sanctions regime against the Russian Federation. Without transformations in marketing activities at enterprises of the military-industrial complex, it is impossible to solve the set strategic tasks, which makes the task of change management relevant in terms of practical use. The article presents the proposed concept of managing changes in the marketing activities of enterprises. The author's interpretation of change management in the marketing activities of enterprises is proposed. The concept of "resource potential of change management in the marketing activities of enterprises" is introduced. The areas of change in marketing activities are defined. The principles of change management in marketing activities are formulated. The proposed change management concept takes into account the main components necessary to identify and implement effective changes, the targeted nature of marketing and business changes, coverage of all levels of marketing activities; and the relationship with the internal and external environment of an enterprise.