Abstract
It is determined that marketing research conducted on the basis of digital technologies, taking into account modeling technologies at all stages of the development of the market of goods and services, forms the basis of a knowledge system for the formation of forecast plans and projects by collecting, processing and evaluating information about the state of the market of goods and services, competitive advantages of goods and services, demand for goods and services, formation of an innovation marketing strategy in order to optimize the production and trading process, improve the quality of the service sector, and increase competitive advantages, improving the profitability and efficiency of a particular enterprise. When considering the specifics of innovation marketing and its implementation in the market of goods and services, the characteristics of innovation marketing and its manifestations are determined from the point of view of scientific and methodological justifications for the implementation of all its elements. It is clarified that innovation marketing is a set of measures to manage modern innovations and organize the process of their further promotion, implementation of innovative projects through modernization and subsequent implementation of the main marketing objectives. The digital aspects of innovation marketing transformation in the market of goods and services are defined.
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