Integrated Approach to Improving the Effectiveness of Marketing Activities on the Basis of Theory and Methodology of Change Management

Abstract

The article states the expedience of integrated approach to improving the effectiveness of marketing activities of enterprises on the basis of theoretical and methodological aspects of the change management theory, which allows combining the results of diagnostics of business performance and marketing activities and further changes in marketing and business systems at the enterprise as a whole with account of the dynamics of environment and resource potential of the enterprise.