Strategy and system of marketing for enterprises of gas and oil machinery building, targeting to competition’s ability

Abstract

The article is devoted to the characteristics and features of the strategic approach in industrial marketing based on the holistic marketing concept. A comparative assessment of traditional and holistic approaches is given, the necessity of transition from a linear form of marketing interaction to a project form is substantiated, and the classification of additional marketing opportunities of an industrial enterprise in organizational markets within the product life cycle concept is expanded.