КОНЦЕПТУАЛЬНИЙ ПІДХІД ДО ВИЗНАЧЕННЯ СУТНОСТІ ТА ОБҐРУНТУВАННЯ СКЛАДОВИХ ЕЛЕМЕНТІВ ІННОВАЦІЙНОГО МАРКЕТИНГУ

Abstract

The article substantiates that the symbiosis of marketing and innovation, dictated by the requirements for businesses seeking effective and sustainable development in modern economic conditions, has become a catalyst for the emergence of the concept of “innovative marketing” and related concepts such as “innovation marketing” and “marketing innovations”. This has sparked debate among researchers and scholars, whose views on these categories are divided between those who identify them and those who distinguish them. The authors systematized the existing positions of modern researchers and emphasized the lack of agreement in the views of scientists on the essence and content of innovation marketing and innovation marketing, and proposed clarification of their content. According to the results of systematization, the authors identified the following approaches to the definition and characterization of the concept of “innovative marketing”: as a process of planning and introduction of new products to the market; as a concept of doing business; as a search for new areas and ways to use the potential of the enterprise; as an activity in the innovation market; as an activity of the enterprise aimed at the formation of new markets. The authors conclude that in scientific publications there is a unity of positions of the authors on the concept of “innovation in marketing”. In addition, the authors of the article summarize the approaches to the definition of “innovation marketing”: as a tactical innovation marketing; as an activity aimed at finding new areas and ways to use the potential of the enterprise; as an activity aimed at the commercialization of innovations; as a direction of marketing activity, which requires special methods, tools and methods; as an activity aimed at finding new areas of activity; as a combination of actions, receptions, methods, systematic activity of subjects of economic relations concerning development and advancement in the market of new goods. Taking into account the work of modern researchers in the field of innovative marketing and on the basis of their critical analysis, the authors of the article propose a conceptual approach to understanding the essence, components of innovative marketing and types of innovations in marketing.