Abstract
The global innovation index was analyzed, tracking the latest global innovation trends against the background of the Russian-Ukrainian war, the COVID-19 pandemic, and the energy crisis in Europe. The regional location of innovatively powerful blocs of the world is evaluated. The innovative potential of Ukraine was assessed and factors affecting the country's development were identified. According to the rating, all countries of the world are divided into countries according to the level of development: high, above and below average income. For 12 years in a row, Switzerland has topped the list of the world's most innovatively developed countries. Taking into account that marketing is a component of the creative industry, an analysis of promising directions of development was carried out, namely: human resources and research; business development; results of knowledge and technologies; creative services. Based on the results, an analysis of the strengths/weaknesses and prospects of the creative industry of Ukraine from 2020 to 2022 was carried out. A rather strong regression-correlation relationship between the innovative activity of Ukraine and the development of the creative industry was revealed. Creative industries have strategic potential and contribute to the smart, sustainable and integrated growth of regions and cities. In general, compared to the general economic system, the creative economy grows by 3–4% annually. The scientist analyzed the sources of financing innovative activities of enterprises in Ukraine from 2000 to 2020 and found that the average annual costs for innovative activities for 20 years amount to UAH 9,290.5 million, 77% of which are own funds. Research and development costs by type of work increased by 52% from 2010 to 2020. The author studied in detail the dynamics of costs for marketing and advertising innovations in Ukraine and conducted a corresponding analysis, which indicates the full adaptability of the relevant innovations to the online environment, i.e. the average percentage value of marketing innovations is 2.3% and advertising innovations – 0.6%.
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