MARKETING TRANSFORMATION IN INDUSTRIAL ENTERPRISES IN CONDITIONS OF UNCERTAINTY
DOI:
https://doi.org/10.32782/city-development.2026.1-9Keywords:
industrial marketing, B2B markets, digital transformation, customer focus, data analytics, adaptive strategies, digitalization, industrialAbstract
The article comprehensively examines the features of the transformation of marketing activities at industrial enterprises in conditions of increased uncertainty of the external environment and acceleration of technological changes. It is substantiated that the cumulative impact of geopolitical risks, disruption of global and regional logistics chains, instability of sales markets, shortage of qualified personnel, increasing cost of resources and digital transformation of business processes necessitates a rethinking of traditional approaches to the organization of B2B marketing. It is proven that focusing exclusively on stable long-term contracts and inertial sales channels loses effectiveness and needs to be replaced by customer-oriented, digitally oriented and adaptive models of managing interaction with the market. The role of digitalization, data analytics and technological innovations as key drivers of industrial marketing modernization is revealed, ensuring the development of omnichannel communications, personalization of B2B offers, automation of marketing and sales processes, improving the quality of customer experience management and forming long-term partnerships with corporate clients. It is shown that the use of CRM systems, BI analytics, artificial intelligence tools and platform solutions allows enterprises to move from intuitive marketing decision-making to data-driven approaches and predictive demand management. The foreign experience of transforming the marketing of industrial enterprises based on platform business models, integrating marketing with innovative and production activities, involving marketing departments in the processes of developing new products and using big data analytics to increase the accuracy of segmentation and personalization of offers is summarized. Priority areas of digital transformation of marketing in industrial enterprises have been identified, in particular, the formation of omnichannel communication models, the development of digital competencies of personnel, the integration of marketing with strategic management and innovative development of enterprises.
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Prakash, N., Bhardwaj, M., & Jindal, P. (2024). Revolutionizing marketing management: Navigating the era of new age technologies. In Augmenting retail reality, Part B: Blockchain, AR, VR, and AI. pp. 39–53. DOI: https://doi.org/10.1108/978-1-83608-708-320241007
Sulaiman, M. A. B. A., Asad, M., Awain, A. M. S. B., Asif, M. U., & Shanfari, K. S. A. (2024). Entrepreneurial marketing and performance: Contingent role of market turbulence. Discover Sustainability, no. 5(1), Article 492. DOI: https://doi.org/10.1007/s43621-024-00710-8
Setiawan, A., & Sukresna, I. M. (2024). Exploring marketing maneuverability’s role in linking entrepreneurial orientation and marketing performance. Revista Galega de Economia, no. 33(3), Article 9873. DOI: https://doi.org/10.15304/rge.33.3.9873
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