Issue: №9, 2019
Introduction. In the modern conditions for many domestic enterprises are characterized by episodic, unsystematic and, as a result, ineffective use of marketing. This state of things negatively affects their competitiveness, and well-known international agreements only aggravate the competitiveness problem, which cannot be solved by traditional methods. Therefore, the creation of holistic marketing system and the development of approaches to establish effective management of it are very important. Despite the existing work on the marketing activities of the enterprise and ensuring its effectiveness, today there is a need to study its features in relation to the enterprise that performs innovative activities, in particular the features of innovative marketing activities of the modern manufacturing enterprise. The purpose of this article is to investigate the features of innovative marketing activity of the modern manufacturing enterprise. Results. The essence of the marketing strategy, which is to ensure that enterprise capabilities match competitive market conditions, both at the current moment and in the future, is highlighted. The strategic and tactical components of innovative marketing activities and the features of determining the price of innovative products of the manufacturing enterprise are considered. The essential aspects of the marketing activities implementation to promote new products and technologies to the market and commercial exchange in the innovation market are shown. The features of achieving commercial success while promoting new products of the manufacturing enterprise to the market are indicated. Conclusion. The study is aimed at highlighting the features of innovative marketing activities of the modern manufacturing enterprise. It is concluded that innovative marketing activities are aimed at solving many practical problems in order to ensure effective entrepreneurial activity, therefore, to create competitive advantages in modern markets with high level of competition, it is necessary to rethink the scope and role of marketing in the innovative activities of the manufacturing enterprise. References 1. Vasylieva T.A., Leonov S.V., Kryvych S.V. Conceptual bases of forming the management system of enter-prise’s innovative development potential. Marketing and management of innovations. 2011. № 4. pp. 160–171. (In Ukrainian). 2. Golubkov E.P. Innovative marketing as a tool of transferring the economy to the new way of development. Marketing in Russia and abroad. 2013. № 1. pp. 5–15 (In Russian). 3. Ziailyk M.F., Vivchar M.F. Features of innovative marketing in Ukraine. Bulletin of Dnipropetrovsk University. 2011. № 5/2. pp. 185–190. (In Ukrainian). 4. Illiashenko S.M. Marketing of innovations and innovations in marketing. Sumy: University book, 2008. 615 p. (In Ukrainian). 5. Kovtunenko K.V., Kovalenko O.M., Stanislavyk O.V., Zakharchenko V.I. Management of foreign econo-mic and innovative activity (for masters). Kyiv: Center of Educational Literature, 2018. 505 p. (In Ukrainian)
Keywords : innovative marketing activity, market researches, commercialization of innovations, life cycle, determining the price, commercial success of advance