СУЧАСНІ ПІДХОДИ ДО ВИЗНАЧЕННЯ ЕФЕКТИВНОСТІ ІНВЕСТИЦІЙ В МАРКЕТИНГУ

Abstract

The article discusses modern approaches to determining the effectiveness of investments in marketing projects related to the use of innovative technologies. The process of commercialization of innovative technologies involves the modeling of value chains, as it can transform them or form new ones. When implementing the commercialization process, it should be taken into account that the economic effect can be obtained both from the sale of innovative technology and from its consumption. However, these processes cannot be considered separately, since the transfer of innovative technology without installation, maintenance, and personnel training cannot be due to the fact that it is a combination of goods and services, and its seller is included in the consumer value chain. Therefore, economic efficiency should be presented as the effect of the functioning of a new or modified value chain. These aspects determine the perspective and limits of marketing effectiveness research during the implementation of the marketing project commercialization process. An important fact presented in the article is the impossibility of discretely determining the effectiveness of marketing communications on each subsequent stage due to the complexity of the process commercialization of innovative technology marketing project. The result of obtaining an effect on each stage are the efforts (projects, programs, actions) implemented at this stage marketing communications and undertaken on previous stage of commercialization. The effects of the commercialization of innovative technologies have a multidimensional and complex structure consisting of the effects of innovations and of the marketing of innovative technologies, and in an integrated form and create an even more complex structure of effects. It becomes the main reason for the complexity of the methods of evaluating the effectiveness of marketing during the commercialization of innovative technologies. The main thesis is that the calculation is to be able to analyze all the marketing tools used in commercialization and to have enough material, information and financial resources.