THE CONCEPT OF ADAPTING MARKETING: CHARACTERISTICS, TERMS OF APPLICATION AND METHODICAL PATTERNS
For realization of organizational changes on basis of marketing approach a new concept of marketing - the concept of adapting marketing - is offered. Adapting marketing is aimed at carrying out adapting actions at an organization and development of the organization ability to adaptation. The ability to adaptation allows an organization to have competitive advantages. Adapting marketing provides carrying out organizational changes according to the market conditions. Marketing orientation of organizational changes is shown at realization of the changes, which are objectively significant at the market, and at aspiration to receive an actual result for the market from carrying out the changes. Specificity of adapting marketing in comparison with traditional marketing is discovered, the terms for application of the adapting marketing concept are listed. The methodical patterns of using adapting marketing for achievement of the success of the organizational changes are formulated.