Meta Marketing in the Russian Industrial Sector

The article analyzes the profound transformation of industrial marketing driven by the progressive implementation of Industry 4.0, Industry 5.0, and the predicted Industry 6.0 (Industry X.0) concepts. These stages of industrial development place new demands on marketing strategies, necessitating a shift from traditional approaches to more comprehensive models. We have substantiated the imperative of adapting and implementing metamarketing. This concept is considered as an expanded paradigm that goes beyond classical marketing and focuses on the effective management of complex multi-level ecosystem interactions between various market participants, including suppliers, partners, customers, and society as a whole. A key aspect of metamarketing is value co-creation, where consumers and other stakeholders become active co-creators of a product, service, or solution. The article provides a detailed analysis of the evolution of key industrial marketing tools relevant to each of the aforementioned stages of industrial development: from digitalization and automation characteristic of Industry 4.0 to personalized, human- centered, and sustainable approaches of Industry 5.0, as well as future intelligent and autonomous systems of Industry 6.0. Particular attention is paid to assessing the prospects and specific application of these tools in the industrial markets of the Russian Federation, taking into account both the existing barriers, including technological diversity and investment constraints, and the unique opportunities associated with scientific potential and government support programs. In conclusion, we propose strategic, organizational, managerial, and technological approaches to integrating metamarketing tools into the practical activities of Russian industrial enterprises. The implementation of these approaches is aimed at significantly increasing their competitiveness domestically and internationally, as well as ensuring long-term sustainable development in the face of a dynamically changing global economic environment and increasing socio-environmental demands.