Abstract
Nowadays, the main regularity of social development is the innovative renewal of the world the transition to the so-called knowledge-based economy, the hallmark of which is the accelerated development of the economic activity. Modern society is rapidly evolving in the direction of postindustrial, while the transformations that are taking place are so radical that we can talk about a paradigm shift in economic development. In the new enterprises that produce innovative products are becoming key. However, practical experience indicates a high degree of risk of launching innovative products on the market: on average, about a third of new products are defeated and bring only losses instead of profits. Thus, marketing support for the creation of new products becomes one of the most important problems of an innovative company. This article discusses the importance of marketing research in introducing innovative products to the market, features of the market for innovative products, the effectiveness of marketing activities and features of marketing innovation.
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