RESEARCH ISSUES IN THE FIELD OF INNOVATIVE MARKETING IN THE MARKET OF GOODS AND SERVICES

UDC 33.05, 001.895
DOI: 10.36871/ek.up.p.r.2024.08.09.017

Authors

Anna A. Bessarabova,
Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky, DPR, Donetsk, Russia

Abstract

The article considers the marketing aspects of promotion existing in domestic and foreign literature, revealing the essence of marketing in the market of innovative goods and services. The features of innovative marketing and methods of implementing innovative marketing activities in the service sector are revealed. The essence of innovative goods and services is determined, and the definitions of the studied problems are clarified, namely: “innovative goods”, “innovative service”. The relevance of implementing the tools of innovative marketing, which opens up wide opportunities for modern business, is reflected. The features of innovative marketing and methods of implementing innovative marketing activities in the service sector are revealed. The elements of the innovative marketing complex are clarified by adding the following blocks: consumer, technology and innovation. The structure of the innovative marketing complex at the enterprise is improved. The relevance of using innovative marketing, which opens up wide opportunities for modern business, is reflected.

Keywords

innovations, innovative marketing, technologies, innovative goods, innovative services, promotion, innovative marketing activities, innovative marketing complex.