MARKETING OF INNOVATIONS AS A COMPREHENSIVE TOOL FOR ACHIEVING STRATEGIC GOALS OF THE ENTERPRISE IN A COMPETITIVE ENVIRONMENT
Abstract
The article considers the issues of marketing support of innovative activity of enterprises on the basis of building an effective system of innovation marketing. The study of the problems of innovation management of enterprises has shown that their innovative development is impossible without effective marketing support. The goal of creating innovations can be achieved only when innovations will be in demand among certain groups of consumers and will fully meet their needs. Innovation marketing facilitates the timely identification and control of factors that determine the effectiveness of innovation in the market.
The research of domestic scientists on the peculiarities of innovation marketing as a complex tool for achieving the strategic goals of the enterprise is systematized. The use of marketing innovations to identify market opportunities and minimize market threats is significantly relevant in an unstable market with fierce competition. Innovation marketing is aimed at the commercialization of innovations, the creation of which should be preceded by marketing research of consumer needs, market conditions and the definition of the market segment to meet the needs of which innovation will be directed. Innovation marketing ensures the production and sale of innovative competitive products that fully meet current demand. The approaches of scientists to the interpretation of marketing innovations are revealed: as a concept of market activity of the enterprise; as a process of analysis of market opportunities; as a means of active influence on consumers; as a function of innovation management; as a means of orienting enterprises to innovative development.
A set of tasks for innovation marketing has been identified, which are grouped into three groups: strategic, tactical and operational. Strategic objectives can be implemented by conducting marketing research of the innovation market, analysis of real consumption and potential demand for innovation, study of the level of competition and development of innovative models of enterprise behavior in the market. Marketing innovation strategy is one way to ensure sustainable competitive advantage. Tactical tasks include the development of specific product innovations (portfolio of product innovations) within the selected options for innovation development and assessment of their commercial prospects, taking into account the possibility of multivariate market developments. The operational objectives of innovation marketing are related to the implementation of the chosen innovation strategy with the help of modern marketing technologies by initiating constant changes in needs, updating the range, achieving new levels of satisfaction of needs, using new forms of communication and sales.
The practical significance of innovation marketing in servicing the process of innovation development and implementation is proved. Innovation marketing not only helps to meet consumer needs, but is also an effective tool for identifying them and provides a link between the innovation process and consumption. Further research should be aimed at improving the system of marketing support for innovative development of enterprises on the basis of active implementation of marketing innovations.
