In modern conditions, Ukrainian enterprises need constant updating of production facilities, attracting new technologies to strengthen the competitive positions in domestic and foreign markets, but unsatisfactory financial status, low level of development of used management systems, etc., are the reasons of investment negative appeal and the impossibility of practically implementing innovative ideas. Today, the problem of finding companies that are involved in the production of products of ways of survival and development in the market, which is associated not only with the growth of competition in the world and national markets, but also with the rapid development of technologies, reducing the life cycle of goods, increasing demand of consumers. Ways of solving this problem for Ukrainian enterprises can lie at the intersection of marketing and innovation activities. It is the definition of the mechanism of the combination of these activities involves the concept of innovative marketing, the implementation of which, in our opinion, will allow enterprises to quickly find, first, insufficiently satisfied or hidden consumer inquiries: formalize and link them together. Secondly, to develop, produce and promote new products on the market that will satisfy these requests more fully and effectively than the products of competitors. The article aims to identify the main components of the concept of innovative marketing in the marketing management process and to justify the advantages and disadvantages of introducing the concept into the real activities of Ukrainian enterprises. In a broad sense, innovative marketing is a comprehensive strategy of the territory aimed at stimulating the development and implementation of innovations by the subjects of regional economics and politics, creating conditions for reducing their risks at each stage of innovation activity, implementing measures to improve the innovative image of territorial education. Because of the company's orientation on the concept of innovative marketing, it is expedient to transform its organizational and managerial structure. This is because the concept requires the transition to the project management. This means that the implementation of the basic principles of innovative marketing leads to the development and implementation of innovative projects, management that is not always possible within the existing organizational structures. Because of the transition of the enterprise to the concept of innovative marketing, it is advisable to make a decision on the creation of a separate unit, the main function of which is the harmonization, management and implementation of innovative projects, that is, improving the management structure. The concept of innovative marketing contributes to the development and implementation of new approaches and techniques for conducting research, as well as new ways of motivating employees. The introduction of the concept of innovative marketing begins with the adoption of a managerial decision on the transition to it, which is justified by the implementation of a number of actions necessary for this transition. Because of such a decision, an initial structural model is created and developed in the enterprise - it provides the subsystem of innovative marketing, which consists in improving the organizational complex, subsystem of personnel motivation and activation of research activity. When forming the concept of innovative marketing activity, the following groups of factors that influence: ï‚· Trends in the development of demand and the external marketing environment. ï‚· The state and features of competition in a certain market, the main competitors and their activities. ï‚· The resources and capabilities of the enterprise, its strengths in competition. ï‚· The main directions of the enterprise development, its strategic goals and tactical tasks.
Volume 12 | 07-Special Issue
Pages: 352-358
DOI: 10.5373/JARDCS/V12SP7/20202116