ANALYSIS OF THE EFFECTIVENESS OF PROMOTION CHANNELS FOR INDUSTRIAL EQUIPMENT IN THE B2B SEGMENT JEL: M3 УДК: 334.02

Abstract

In the context of increasing competition in the industrial equipment market within the B2B segment,an effective product promotion strategy becomes a key factor for the sustainable development of enterprises. Given the high cost of equipment, the long sales cycle, and the involvement of multiple decision-makers, the selection and evaluation of promotion channels acquire particular importance. Since 2022, the Russian market has faced change in logistics chains, the withdrawal of foreign suppliers, and a shift toward domestic resources, which necessitated a rethinking of marketing strategies and communication channels. This article analyzes the effectiveness of variouspromotion channels for industrial equipment. It explores methods for evaluating the performance of marketing tools, presents examples of successful case studies, identifies key challenges, and offers practical recommendations for optimizing channels of interaction with the target audience. The research is based on methods of comparative and situational analysis, expert surveys, sample observations, and factor analysis.