The authors identify the unresolved nature of a number of social and institutional problems that inhibit the processes of modernization and restructuring in the system-forming spheres of the national economy. It is pointed out that contradictions and disagreements restrain positive changes in the internal state of society and act as a source of permanent instability of the system. They affect the development of subjects and the system as a whole, displaying in the "mirror" of their marketing and communication fields images of their multidirectional manifestations (in business processes, in development management, in the results of activities). Resource compensation is identified as a source of resource-substitution, complementary in terms of instability of enterprises of different nature, the lack of funds for modernisation of production-technological cycles and build sustainable marketing-behavioral management models the interaction of different market subjects. The idea of the economic nature of the anti-crisis component as an element, means, factor and instrument of modernization changes is expanded. The introduction of a marketing behavioral modulator to stabilize the competitive position of the production enterprise and finding a stable equilibrium in an unstable market is justified. The model of marketing management of the enterprise of production sphere at realization of modernization transformations in the conditions of its unstable condition in the changing market environment is offered.
Tel : +7 495 649 6241
Fax : +7 800 3331538
E-mail : bgscience@idbg.ru
Address : RUSSIA, 101000, Moscow, Myasnitskaya st. 13-2
