State industrial policy as catalyst for transformation of industrial marketing in Russia

The article explores the transformation of the role and functions of industrial marketing within the context of the contemporary state industrial policy of the Russian Federation. The relevance of this study is driven by the fundamental changes in the economic environment, caused by external sanctions pressure and the strategic course towards achieving technological sovereignty. This study aims to prove that state industrial policy serves not only as an external regulator but also as a systemic catalyst, initiating a fundamental change in industrial marketing, transitioning it from a sales-oriented concept to strategic management. The research materials include legislative and regulatory acts that define the vectors of Russia’s industrial development, as well as academic works by Russian and foreign authors in the fields of industrial policy and marketing. The methodological framework includes systemic and comparative analysis, content analysis of regulatory documents, and the method of scientific modeling. A significant finding of the study is the definition of the state’s new role in the industrial marketing system. The study demonstrates that through tools such as demand stimulation, protectionism, and the establishment of target objectives, the state is becoming not an external factor, but a subject of marketing relations, effectively acting as the customer and consumer of a “secondary product”: the nation’s technological development. Consequently, industrial enterprises are compelled to reassess their marketing strategies. The article proposes an original model of the industrial marketing system which, unlike classical approaches, integrates the state as a key stakeholder and reflects the growing importance of innovation infrastructure, including Deep-Tech startups. The author concludes that understanding the state’s new role and the current evolutionary stage of marketing enables industrial enterprises to develop more effective and sustainable strategies within the new economic reality.