Abstract
In modern conditions the role of innovation as a leading tool for ensuring the competitiveness of the enterprise and its products is constantly growing. Enterprises are looking for new ways to ensure economic security in the market, so it was decided to consider and describe the role of innovative marketing strategy in the management of an enterprise engaged in innovative activities. Innovation marketing contributes to the identification of the real, future and new market opportunities and research into customer needs. Properly constructed scheme for concept of innovative marketing implementation in the enterprise and it execute allows the company to rise to a higher level, especially in a market where innovation can be a commodity. The role and place of marketing in the innovation sphere is analyzed in the article. Peculiarities of using the marketing approach to innovative activity of enterprises are revealed. The marketing of innovations complex is considered and described. The main stages of its introduction are given. In constantly changing economic conditions, the use of traditional methods does not always give decisive advantages to enterprises. That is why it is necessary to try new approaches and apply innovation marketing to reasonable reorganization. This is the relevance of this paper.
Highlights
In the context of globalization and constant changes taking place in the world market the basis for the competitiveness of the enterprise is constant innovation
In a general sense the essence of innovation processes is a set of progressive changes that arise and contribute to the qualitative development of society through the development of new production methods, development of new raw materials sources, development production of new products, market innovation and restructuring of management methods
The ability to systematically develop, update and change in economic activity based on the absorption of innovations is a factor of the competitiveness and economic security of the enterprise
Summary
In the context of globalization and constant changes taking place in the world market the basis for the competitiveness of the enterprise is constant innovation. The issue of new product development and innovation is an important element of the organization's strategic plan. Innovation marketing is the basis of market research and a set of tools for finding a competitive strategy of the company, Material and methods
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