Marketing models and tools for business support in the B2B market

The article analyzes the specifics of marketing in the B2B market, including key differences from the B2C segment, and practical aspects of building strategies in the industrial sector. The main attention is paid to five aspects that differentiate B2B: orientation towards organizations, rational decision-making, focus on return on investment, long-term relationships and long sales cycles. Using the example of the company NPK Mekhanobr-Tekhnika, positioning tools are considered, including the 4P model (price, product, place, promotion), the use of marketing research and digital tools. The article emphasizes the importance of adapting strategies to the specifics of B2B, including differentiation, competitor analysis and consistency of communications. Practical recommendations illustrate the possibilities of strengthening market positions in the context of technically complex products and the interdependence of business partners.