Marketing methods of industrial activity management: adaptive marketing

. 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.


Introduction
Marketing methods are methods of organizing marketing activities, the use of which ensures the satisfaction of consumer expectations and contributes to the achievement of strategic goals of the company. At present, consumer markets are traditionally the main object of research, the peculiarities of the functioning of industrial markets have not been studied enough. Industrial marketing (B2B) is marketing characterized by secondary (derivative) demand, the presence of organized (professional) buyers who impose strict requirements on the quality and functional parameters of products. The industrial market is dominated by long-term relationships, mutual trust and individual approach. The subject of the study of industrial marketing is the marketing activities of industrial enterprises and industrial services. Currently, industrial business adapts the "old" business models and develops new ones, industrial companies have abandoned the ideas of full internalization and globalization of production, switched to a localized business approach (the "glocalization" model). Within the framework of B2B marketing, transactional marketing and corporate marketing (relationship marketing) are distinguished (see Table 1).
Corporate marketing is characterized by product characteristics, a complex decisionmaking algorithm, the size of the target audience, segmentation criteria, and consumer behavior factors. The current economic situation requires the transformation of marketing methods of management of industrial companies. This problem was considered in detail in the works of the authors Bondarenko V.A. [2], Starikova M.S. [3], Razdolskaya I.V. [4], Sozinova A.A. [5], Tarasova E.E. [6] and others.

Materials and methods
The theoretical and methodological basis of the subject field of the study was the work of foreign and Russian authors in the field of adaptive marketing, which is the basis of marketing management of industrial business, the formation of marketing strategies. The research has a scientific and analytical focus, methods were applied: comparison, generalization, systematization, synthesis and analysis.

Results
Modern marketing thinking is aimed at the formation of new approaches to the organization of marketing activities, which will help minimize errors in the planning of production and sales activities, through the use of projective methods of demand management, the use of foresight for the implementation of complex projects. Industrial marketing has an adaptive nature, the communication space of which provides opportunities to achieve strategic marketing goals. Adaptive marketing requires consistency, taking into account market and non-market factors to assess the organization of marketing activities, which determines the solution of new methodological tasks aimed at transforming marketing methods in the digital environment. The criteria for the functioning of the adaptive marketing model will be: profitability, transparency of industrial business, ecosystem.
Market factors in the development of industrial companies create conditions for the activation of innovation and the development of high-tech products, the use of state marketing. State regulation of the real sector of the economy is aimed at effectively facilitating the achievement of a compromise of the interests of all participants in the ecosystem, that is, the economic balance of the country is achieved. State marketing ensures the formation of incentives and needs for the development of industrial business in terms of the production of innovative products and the creation of new competencies, satisfaction of social services and public goods. Adaptive marketing determines the ecosystem of marketing design thinking, the balance of production and sales activities, the proactivity of supply and demand management.
The construction of an adaptive marketing system is based on the concept of strategic marketing, which allows solving tactical and strategic tasks at the system level, the main result will be the construction of an adaptive marketing model. The process of forming and achieving marketing goals will ensure a balance of economic interests, the effectiveness of marketing management is determined by the chosen marketing tools, the marketing audit performed is the basis for choosing an adaptive marketing strategy, foresight technology is based on ecosystem and designing directions of socio-economic and innovative development (see Fig.1). The industrial marketing ecosystem contributes to the creation of an integrated value proposition. The "digital footprint" of ecosystem participants makes it possible to determine the weight and role of each participant in the creation of the main and additional products. Building an adaptive marketing model will allow you to flexibly respond to changes occurring in the marketing environment, create innovative products based on needs analysis and demand management.

Discussion
The complex geopolitical situation has an impact on the development of the industrial market. A fragmented approach to solving strategic marketing tasks does not allow for effective sectoral and intersectoral interaction in the industrial market. Therefore, the implementation of the strategic marketing concept will allow to adapt the decisions made to the needs of the market, create conditions for the development and introduction of new products. Marketing management issues have been studied by Russian researchers: Bagiev G.L. [7], Bondarenko V.A. [8], Golubkov E.P. [9], Zyablitskaya N.V. [10], etc. and foreign scientists: Kotler F. [11], Lamben J.-J. [12], McDonald M. [13], Preisner A. [14], Hall S. [1], etc.
Systematization of the theory and methodology of strategic marketing, practical verification of adaptive management systems will allow solving strategic tasks for the implementation of the policy of import substitution and the achievement of technological sovereignty. Strategic marketing is a tool for building effective marketing strategies aimed at achieving marketing goals, taking into account the available opportunities and a real-time management system, which determines the marketing perspective based on adaptive marketing technologies. Adaptive marketing defines new target (innovative) tasks of strategic marketing. "The average level of innovation activity of organizations by type of economic activity in 2021 is 11.9%; the share of high-tech industries is 44.5%; industrial production is 17.4%" [15] (see Table 2) Table 2. The level of innovation activity of organizations by type of economic activity Source: [15] According to Peter Drucker, the main strategic objective of the company is the development of marketing and innovation [16]. Consequently, the creation of new products stimulates the development of innovative activities and has strategic prospects, the commercial approbation of which depends on the demand in the industrial market, which determines the use of adaptive marketing technologies.

Conclusion
The study of industrial marketing allowed us to conclude that it is advisable to use corporate marketing (relationship marketing) in the field of medium and large businesses. The current economic situation requires the transformation of marketing management methods, in particular adaptive marketing becomes an effective tool for the functioning of industrial companies in the business environment. The use of projective methods of demand management will create conditions for the use of adaptive marketing. Building an adaptive marketing system will allow solving complex socio-economic problems, meeting public needs, and strengthening competitive positions in the market. The actualization of marketing management methods in modern conditions determines the content of the processes associated with the formation of demand, the improvement of the quality characteristics of industrial products, the implementation of import substitution policy and the achievement of technological sovereignty.