The impact of state industrial policy on the transformation of the concept of industrial marketing in Russia

   Relevance. In the context of global transformations and sanctions pressure, Russia's industrial policy has shifted to active protectionism aimed at stimulating domestic demand. This radically changes the conditions for industrial enterprises and requires rethinking traditional approaches to marketing. The relevance is due to the need to theoretically comprehend the new role of the state, which has become not only an external regulator, but also a key actor influencing the industrial market and its marketing environment.

   The purpose of the research is to define the role and place of modern state industrial policy in shaping the concept and toolkit of industrial marketing at Russian enterprises.

   Objectives. To achieve this aim, a retrospective analysis of the evolution of industrial policy was conducted, and key changes in Russian legislation aimed at stimulating demand were systematized. The transformation of the state's role from a macroenvironmental factor to an active actor in the marketing system is substantiated, and a conceptual model of market interaction reflecting the state's dominant role is developed.

   Methodology. The methodological basis included historical-retrospective and systemic approaches, content analysis of legal and regulatory acts, as well as methods of comparative analysis and logical modeling to develop the author's conceptual model of the industrial market.

   Results. The study showed that since 2023, Russia's industrial policy has definitively shifted towards protectionism. The state, using subsidies, benefits, and state procurement, effectively acts as a de facto primary customer, defining market needs. This compels enterprises to transition from a sales-oriented approach to a comprehensive marketing concept, where the state becomes a key subject alongside the end consumer.

   Conclusions. It is concluded that modern industrial policy is a system-defining factor for industrial marketing in Russia. The state has become the central element of the marketing system, determining its structure. The scientific novelty lies in the theoretical substantiation of this new role and in the proposed conceptual model, which can serve as a basis for developing effective marketing strategies for enterprises in the new reality.

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