THE USE OF MARKETING COMMUNICATIVE TECHNOLOGIES IN COMPANIES INNOVATIVE DEVELOPMENT

Abstract

Today the improvement of economic circumstances in Ukraine should be based on renewal and modernization processes, on creating new innovative solutions, that will increase the competitiveness of domestic companies and the country in general. The world experience shows, that innovations are considered as the most important catalyst of long-term economic development of companies and the main factor that helps to keep sustained positions in the processes of globalization. Those countries, that have an extensive innovative infrastructure and appropriate financial, legal and information resources, are the leaders of technological, social and economic development. Disproportions in the development of institutional environment show, that the future of national economy significantly depends on the dynamics of knowledge development as the most stable source. The mobilization of intellectual potential based on modern technologies, including marketing ones, can become an effective factor in innovative development of companies. The crowdsourcing is one of effective technologies in the system of marketing communications. Crowdsourcing technology is based on the use of group intelligence, principles of individual self-expression and self-realization and it can be applied to solve important tasks in social-economic development of companies, including innovative ones. In the conditions of low financial support of innovative processes the crowdsourcing can become a powerful tool to create and commercialize innovative products without a significant investment of economic resources.