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Information × Registration Number 0216U007532, 0115U005050 , R & D reports Title Innovative Marketing Forming for Business Establishments. popup.stage_title Head Malovychko, Svitlana, Registration Date 21-12-2016 Organization Donetsk National University of Economics and Trade named after M. Tugan-Baranovsky popup.description2 In modern conditions of innovative economy development the innovative marketing becomes acenter of scientific research concentration. Ukraine's transition into the innovative path of development, its focus onto marketing policy, business practices and economic activities is a process that has to be estimated objectively. At this stage, innovative marketing is an essential part of the market and a new management system element for the business entities, producing and promoting new and innovative products. The object of the research work is a innovative marketing system at the companies. The aim is to develop a theoretical and methodological foundations as well sd practical recommendations for the formation of an innovative marketing system for the enterprises. We have studied the innovation activity of Ukrainian enterprises and identified factors that prvent the development of their activities. It was found that the decisive condition for the sustainable functioning of the Ukrainian enterprises is their innovative development, resulting from innovative activity, which, in turn, is directly proportional to the ability of enterprises to neutralize the factors hindering the development of their innovation activities, including the lack of own resources, the high cost of implementation innovation, lack of financial support from the state and a high economic risk. The study is suggested: - Scientific and methodical approach that allows to use the tools of category commodity management the for retailers; - To determine the role of the product category and its practical value in marketable enterprise policy multiatributive product model and matrix determine the role of the product category with respect to consumer behavior; - Helical isostatic model of innovative development of enterprises on the basis of nonlinear dynamics, reflecting the dynamism of the results of diagnostic innovation and identifying the vector of its development, taking into account trends in the transformation of innovation activity of enterprises in the sector; - Developed a business model of decision-making in marketing strategic commodity innovation policy, taking into account the state of innovation activity of the enterprise, allowing to develop a set of tactical actions that serves the relo of a catalyst of the current efficiency of the enterprise; The practical significance of the results of the study is to justify scientific statements, which have received methodological generalization and application tools, aimed at ensuring the effective flow of socio-economic processes in the conditions of dynamic development and market competition. Theoretical and methodological provisions, conclusions and recommendations of the study can be used in domestic enterprises management practices in building up their strategies. The results have been tested and implemented in such enterprises: "Selena" LLC, "Askold" LLC and used in the educational process of the Donetsk National University named after Mikhailo Tugan-Baranowski economy and trade in the teaching of disciplines: "Innovation Marketing", "Marketing Research" "Brand-management", "Marketing trade policy". Product Description popup.authors Іванова Наталя Сергігіївна Булгакова Олена Валеріївнна Водяник Марина Олександрівна Гакова Міра Володимірівна Данкеєва Оксана Миколаївна Задніпрянна Тетяна Сергіївна Маловичко Андрій Сергійович Наторіна Альона Олександрівна Шаповалова Інеса Володимірівна Ястремська Наталя Миколаївна popup.nrat_date 2020-04-02 Close