Abstract
The article reveals the role of innovations in the system of sales management and substantiates the need for their management. The state of innovation activity in Ukraine is analyzed. The main factors that significantly influenced the decision of enterprises to develop and implement innovative projects or hindered the implementation of innovative activities are indicated. It is emphasized that the activity of creating and implementing marketing innovations affects the productivity of the enterprise, and its ability to enter new national and foreign markets. The study substantiates the criteria for choosing commercial and marketing innovations with further improvement of their typology.
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