Marketing management system’s influential irections on the adaptive competencies formation of industrial holdings

UDC 338.012
DOI: 10.36871/u.i.k.2025.02.01.009

Authors

Anna A. Obotnina,
Plekhanov Russian University of Economics

Abstract

In this article, based on the results of a comprehensive desk study, the key factors that have a direct impact on the functioning of modern holdings in the industrial sector of the Russian economy are systematized, and the main areas of influence of the marketing management system on the formation of adaptive competencies of industrial holding structures are identified, the development of which will ensure the studied corporate associations market viability and competitiveness in the instability conditions of the marketing environment. The article also reveals the problems of the adaptive marketing management system as a system with a developed function of responding to changes and impacts of the external and internal environment through the timely development and implementation of a set of targeted management actions designed to ensure the effective functioning of marketing and collectively promote the long-term competitiveness and market viability of the corporate structure in unstable conditions of the marketing environment.

Keywords

marketing management, industrial marketing, strategic marketing, marketing environment, adaptive marketing, adaptation, uncertainty, industrial holding, corporate structures