The work aims to systematize scientific knowledge on the transformational processes in marketing development. The objectives of the work are to understand the content and characteristics of existing research on transformational processes, connection with marketing processes, and to identify areas of research in recent years. The articles on transformational processes in the Web of Science database were selected in the first stage. More than 4,000 publications were initially selected for these queries ‘transformational processes’ in the Web of Science database. Only articles published in English from 2017 to 2021 inclusive were left. It was founded 1789 articles. An analysis of the most cited publications on transformation processes was conducted. Hierarchical cluster analysis was performed based on keywords. Visualization of scientific literature topics was carried out with the help of the VOSviewer program. As a result of cluster analysis, 7 clusters were identified on transformation processes: economic and social, health and educational transformations; behavioral features; innovations; people at work; leadership and organization changes; team climate and workplace; behavioral factors, job characteristics, and motivation. Most of the clusters relate to enterprise activities and marketing activities, in particular on competitive advantages, creativity, innovation, market orientation, product development, service, SMEs, corporate social responsibility, customer orientation, and others. The results of this study may be useful to researchers and practicing marketers to develop long-term marketing programs focused on current trends.