Abstract
Theoretical principles and mechanisms of innovative marketing development substantiated and covered taking into account the best European practices and national characteristics. The research is uses dialectical methods of cognition of processes and phenomena, uses a monographic method, which analyzes the evolution of scientific achievements of Ukrainian and foreign scientists on the development of innovative marketing, an empirical method of comprehensive assessment of the current state of innovation as an effective tool for business success, comparative analysis of diversity types of innovations, which creates opportunities and preconditions for their more active use by enterprises of different spheres of activity and contributes to the success of business, comparative analysis of the diversity of types of innovations, which creates opportunities and prerequisites for their more active use by enterprises of different fields and contributes to business success, as well as abstract-logical method, which developed theoretical generalizations and conclusions. Process of studying is development of innovative marketing in Ukraine and in some European countries, the current state of innovation is highlighted and its economic aspects are analyzed. The main results of modern transformations in innovation marketing are identified and it is determined that it is a systematic integration of the full innovation cycle: from consideration of market conditions of innovative products, their business planning, sales, promotion of innovative products, innovation and revenue generation. Innovation marketing differs from traditional marketing in that it is not related to a real product, but to innovations and evaluation of the effectiveness of their development and promotion in innovation. Along with the constant changes, it is advisable to formulate a definition of innovative marketing as a comprehensive system of enterprise aimed at analyzing and managing innovations based on marketing information and marketing tools and provides for the implementation of tasks using innovative marketing tools, which will contribute to business success.
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