Transformation of the Marketing of Innovations in the Models of Innovation Process
Journal Title: Бізнес Інформ - Year 2016, Vol 4, Issue
Abstract
The article specifies the need to adapt the marketing activity in the process of developing and introducing new products to the market. An analysis of the transformation process of marketing of innovations in the models of innovation process has been conducted, essence of the category of «marketing innovation» has been explored, which is suggested to be regarded as a subsystem of management of organization, which activity is aimed at developing the concept and the market promotion of new products, services, technologies and practices on the basis of continuous monitoring of marketing information in order to meet the needs of consumers to the maximum. The concepts of «marketing of innovations» and «innovative marketing» have been distinguished as depending on the novelty of the implemented product and the marketing tools used. Evolution of marketing tools when changing models of innovation process has been covered. Emergence of a new concept of marketing, which corresponds to the open innovations management model, has been notified. The new concept is characterized by the use of marketing as a basis for building a business model for a business; transformation of marketing of innovations into innovative marketing; active cooperation and collaboration with external organizations; applying both the digital and the emotional marketing in the innovation process.
Authors and Affiliations
Tetiana Sobolieva, Olha Hudyma
Keywords
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