BUSINESS INFORM №1-2015

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Section: Management and Marketing
UDC 658.8:005.591
Tretiak O. P.
Marketing Aspects of Market Promotion of Innovative Products (p. 393 - 399)
Instability in the trends of development of domestic enterprises, resulting from the processes of globalization, changes of tastes and needs, technologies, increased competition, forces to search for new tools of business dealing, motivates the constant innovative development. One of the prerequisites of commercial success is the implementation of innovations. Therefore, more and more enterprises in Ukraine are stepping up innovation activities. Attempts by managers to increase profits and market share, strengthen competitive advantages predetermine the need for activating the innovation activity, one of directions of which is development and implementing innovative products into production. Innovation activity is closely associated with marketing, because unforeseen conditions of economic activity determine the active implementation of marketing tools at all stages of the development of ideas, organization of production and market promotion of innovative products. It has been determined that under these circumstances the role of marketing tools increases. It has been proven that it is marketing of innovations that helps to speed up release of innovative products to the market and gain market share. A structural-logical schema for marketing of market promoting innovative products, which regulate this process, has been proposed. Observance of it will facilitate the efficient organization and implementation of marketing of innovations.
Keywords: innovative product, marketing, marketing of innovations, marketing complex, innovations of marketing
Fig.: 1. Bibl.: 15.

Tretiak Olena P. – Candidate of Sciences (Economics), Associate Professor, Department of Management, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Tretiak, Olena P. (2015) “Marketing Aspects of Market Promotion of Innovative Products.” Business Inform 1:393–399.

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