| Issue |
E3S Web of Conf.
Volume 402, 2023
International Scientific Siberian Transport Forum - TransSiberia 2023
|
|
|---|---|---|
| Article Number | 13008 | |
| Number of page(s) | 5 | |
| Section | Environmental Risk Assessment and Management | |
| DOI | https://doi.org/10.1051/e3sconf/202340213008 | |
| Published online | 19 July 2023 | |
Marketing methods of industrial activity management: adaptive marketing
1 Peter the Great St. Petersburg Polytechnic University, 195251 St. Petersburg, Russia
2 Saint Petersburg State Marine Technical University, 190121 St. Petersburg, Russia
* Corresponding author: krasyuk_ia@spbstu.ru
The actualization of marketing management methods is due to the ongoing policy of import substitution and the promising development of strategic directions of industrial business. The adaptation of "old" business models and the development of new ones requires the formation of a new marketing paradigm. The purpose of this work is to systematize and evaluate traditional approaches to marketing, substantiate the need to build an adaptive marketing system. Based on the concept of strategic marketing and ecosystem approach, the methodological foundations of building an adaptive marketing system are substantiated, its main tasks and planned results are determined.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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