CURRENT MARKETING METHODS FOR MANAGING INDUSTRIAL ENTERPRISES UNDER NEW CHALLENGES
The actualization of the issues of marketing management of industrial enterprises is associated with the urgent need for import substitution and reorientation of exporting manufacturers to the domestic market, as well as the socialization of market relations - within certain limits, to meet the needs of vulnerable segments of the population and strategically important business areas. However, marketing and management need a qualitative change, perhaps an innovative leap based on a different paradigm, in order to be able to solve problems in new conditions. The purpose of this article is to present theoretical and methodological approaches to the modernization of traditional marketing and describe those marketing tools that can be effective for solving the problems of the industry in the current situation, for example, its restructuring and relocation, technological and staffing. A critical analysis of the existing apparatus of marketing management has been carried out and its insufficient functionality in solving the problems of meeting the needs of society at the present time has been revealed. Based on the system-holistic and evolutionary approach, the ecosystem paradigm, as well as the concept of design thinking, the methodological platform of the updated marketing is substantiated, its key principles and main tasks are identified. The composition of marketing tools as an adaptive project system (APM), aimed at the future and harmonizing the interests of the economy and society, has been specified. Within the framework of the proposed approach, a meaningful interpretation of state marketing as an important component of APM is given; recommended models of design thinking and foresight technologies are described, adapted projective methods for the development of industrial products are proposed. Their application is considered on a specific example of Technoinkom LLC, which specializes in increasing the service life of equipment for enterprises in such industries as ferrous and non-ferrous metallurgy, road equipment, energy, oil and gas production, production of building materials, processing plants, processing enterprises, agriculture. farming and tillage, etc.