Search academic texts

Information × Registration Number 0225U000110, (0122U000316) , R & D reports Title Marketing management of innovation and investment activity of enterprises popup.stage_title Маркетингове управління інноваційно-інвестиційною активністю підприємств Head Dovhan Yurii V., Кандидат економічних наук Registration Date 05-01-2025 Organization Vinnytsia Institute of Trade and Economics of Kyiv National University of Trade and Economics popup.description1 Substantiation of theoretical and methodical and practical recommendations for the development of marketing management of innovation and investment activity of enterprises. popup.description2 Dynamic development and integration of Ukraine's economy into the global space, along with globalization-driven socio-economic trends, intensify competition in both global and domestic markets. This necessitates an increase in the business activity of Ukrainian enterprises as a whole and their innovation and investment activity in particular. An integrating element capable of creating favorable conditions for enterprises' innovation and investment activity, ensuring the speed of their response, and their successful adaptation to changes in internal and external market environment factors, while focusing on consumer and market needs, is a comprehensive and effective management system. This system should be built on the principles, approaches, and scientific-methodological and instrumental framework of modern marketing. Scientifically substantiated and comprehensive application of traditional and modern tools in marketing management of enterprises' innovation and investment activity contributes to the development, adoption, and implementation of well-considered management decisions, ultimately leading to an increase in the overall efficiency of enterprises. Objective and research goals: To substantiate theoretical, methodological, and practical recommendations for developing marketing management of enterprises' innovation and investment activity. Object of research: Processes of managing the innovation and investment activity of enterprises using marketing tools. Research methods: General scientific and specialized research methods, including analysis and synthesis, dialectical, induction and deduction, semantic and structural-logical analysis, abstract-logical, comparative analysis, graphic, and tabular methods. Theoretical and practical results, conclusions, and proposals derived from this research can be applied in marketing management of enterprises' innovation and investment activity and contribute to improving their operational efficiency. Product Description popup.authors Polishchuk Iryna I. Tanasiichuk Alona M. popup.nrat_date 2025-01-05 Close