Transformation of industrial marketing in Russia: factors and development vectors under sanction restrictions.

Abstract

Introduction. The relevance of the research is driven by the fundamental transformation of the role of marketing within Russian industrial enterprises amidst unprecedented sanction pressure and a paradigm shift in state industrial policy towards achieving technological sovereignty. The research problem lies in the insufficient study of the adaptive mechanisms of marketing in B2B markets to new economic realities and the lack of a systematic approach to its periodization within the Russian context. Goal. To analyze the key factors driving the transformation of industrial marketing and to identify its prospective development vectors within the contemporary Russian economy. Materials and methods. The methodological framework is based on general scientific methods, including synthesis, systemic and process-based approaches, as well as an analysis of the regulatory and legal acts governing industrial policy. Results and discussion. The study proposes an original periodization of the evolution of industrial marketing role in Russia, based on a comparison of the stages of industrial development, sanction regimes, and state policy objectives. It has been established that industrial marketing has transformed from a passive sales function into a strategic instrument aimed at addressing the challenges of import substitution, stimulating R&D, and forging new cooperative ties. The primary vectors of its development have been identified as innovation marketing, relationship marketing with a focus on the domestic market, and the reorientation of international marketing towards new markets. Conclusion. The practical significance of the study lies in the fact that its findings can be used by industrial enterprises, including those in industrially developed regions, to adapt their marketing strategies to current challenges and state policy objectives.