Abstract
Transformation of trade processes together with a system approach is the prerequisite for research of marketing management of innovative development of trade enterprises. The development of theoretical and conceptual provisions of marketing management of retail structures’ (RS) innovative development is based on the study of the evolution of marketing concepts in conjunction with the genesis of retail trade, based on the change of technological structures. The transformation of retail trade development guidelines is determined, depending on changes in the subjects of influence. The most relevant concepts for innovative development are relationship marketing, co-creation marketing, customer experience marketing, and sustainable marketing. An integrated concept of marketing management of RS innovative development is proposed, the task of which is to provide catalyzing market innovation on the one hand and the resulting support for the commercialization of innovations. Based on the study of hierarchical relationships of marketing concepts in trade, features of innovative development of trade, the article defines the multi-paradigm of modern marketing in trade, which allows us to form the concept of marketing management of RS innovative development. Its content means the implementation of a customer-oriented and customer-involved retail enterprise management doctrine and is a process designed and managed by marketing, aimed at transforming technologies, methods, forms, and formats of trade
Highlights
The competitive landscape in the retail market is transforming
In the context of innovative development of the economy, the task of increasing the competitiveness of trade enterprises can be effectively solved through the implementation of innovative development
The essence of marketing management as a process of consistently performed management operations based on analysis, planning, determining ways to implement plans and monitoring key indicators, covers crucial areas of a transforming market economy
Summary
The competitive landscape in the retail market is transforming. The strong competitive position built by the size and experience of the retailer is becoming unstable. The development of digital sales technologies and the transformation of consumer preferences result in changing approaches to trading business organization [1]. There is a high degree of dependence of innovative processes on the level of innovative development in related industries, including the manufacturing sector. The latter, in turn, strive to gain a competitive advantage in the new economy, including through the release of an innovative product. Three types of processes can be implemented: trade (trade services), technological (movement of goods in the sphere of circulation) and production (making our own products), each of which being characterized by specific types of innovations
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
