Abstract
Innovative marketing is an effective market mechanism that promotes the production and distribution of new products, as well as the formation and stimulation of demand for innovation. The article deals with the problem of creating effective sales networks based on the balance of interests of all participants. In order to achieve a synergistic effect in the joint work of market participants, considerable attention was paid to the conceptual approach and principles of restructuring in the sales of new products based on innovative marketing. The main strategic effort of an innovative company in the entrepreneurial stage is to expand the market by attracting more buyers. It is known that the effectiveness of retail chains depends on the development of marketing innovations, and it is also based on the idea that the promotion of new products should be carried out in accordance with the stages of the business cycle.
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