ON THE ISSUE OF THE CONTENT OF THE ECONOMIC CONCEPT OF INDUSTRIAL MARKETING

The article considers formation of the content of the economic concept of industrial marketing. The modern industrial market is undergoing important transformations due to changes in competitive forces, the structure of demand in the Russian market, and sanctions pressure. In this regard, under the influence of these factors, industrial production in Russia gets the opportunity for the first time in the almost centurylong history of its existence to reach a new, competitive level of its development. This has led to the fact that marketing for industrial enterprises, as a market instrument of competition, becomes not just one of the key success factors, it becomes an urgent need for every industrial enterprise in order to increase competitiveness not only in the domestic but also in the international market of countries friendly to Russia. An analysis of domestic and foreign literature on various aspects of industrial marketing has shown that the authors adhere to multidirectional interpretations of this concept, and therefore, in the context of growing interest in the use of marketing approaches in the activities of industrial enterprises, clarifying the content of the economic concept becomes especially important for the development of the industrial sector. The analysis of the economic content of the concept of industrial marketing based on the analysis of economic indicators, allowed us to define the specifics of using the concept of marketing in the industrial market, to determine the boundaries of such a market and, as a result, the specifics of marketing for industrial enterprises. Thus, the article proposes a solution to the important task of clarifying the economic content and essence of the concept of industrial marketing in order to prevent ambiguity in its understanding, and, most importantly, to accelerate the adaptation of the country’s industrial market to market management tools.

marketing, industrial marketing, production marketing, B2B, relationship marketing, industrial policy, industrial enterprise, industrial market, system of interrelated indicators, economic indicators, industrial indicators

Otvagina I. E. On the issue of the content of the economic concept of industrial marketing. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2024;4(69):92—99. DOI: 10.25683/VOLBI.2024.69.1129.