INNOVATIVE MARKETING AS A MODERN CONCEPT OF DEVELOPMENT OF ENTERPRISES
Journal Title: Інноваційна економіка - Year 2017, Vol 72, Issue 11
Abstract
Purpose. The aim of the article is conducting theoretical comprehension of the development of innovative marketing of the enterprises in Ukraine; identifying the main problems and determining the tasks to overcome them. Methodology of research. The provision of economic theory, scientific works of domestic and foreign scholars on the issues of marketing of the enterprises are the theoretical and methodological basis of the study. In particular, monographic method and theoretical generalization were applied in the study of the essence of innovative marketing at the enterprise. The following methods of research are used in the article: dialectical method of knowledge – in considering planning and substantiation of the concept of marketing; abstract and logical – in the theoretical generalization of the essence and methods of management mechanisms of marketing. Findings. It has been developed and scientifically substantiated organizational components of innovative marketing of enterprises in Ukraine on the basis of ensuring coordinated interaction of their innovation and marketing activity. The essence, content and principles of the term “innovative marketing” have been determined. It has been proposed the classification of varieties of innovative marketing depending on their functional belonging. Originality. It has been determined the essence, content and structure of innovative marketing as an important and integral component for conducting economic activity of enterprise, which provides the creation of fundamentally new products (goods, technologies and services); the use of innovative marketing to improve business processes at the enterprise has been singled out. Practical value. The obtained results of research can be used in practical activity of enterprises when using innovative marketing.
Authors and Affiliations
Vitalii Karpenko
Keywords
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