METHODS AND TOOLS OF INNOVATIVE MARKETING

Abstract

The article highlights the relevance of scientifically applied research methods and tools of innovative marketing, which is due to the importance of the impact of information technology on the socio-economic development of society and human civilization in general. The essence of innovative marketing is revealed as a type of human activity, which involves the use of research and development to identify, form and meet consumer demand through market exchange processes to achieve its own goals. The content of innovative marketing methods is established that have economic, administrative and socio-psychological nature and are manifested by a set of appropriate individual tools. The object of research is the economic and social process, the development of methods and tools of innovative marketing which takes place in the context of digital transformations. The subject of research is a set of theoretical, methodological and practical aspects of the development of methods and tools of innovative marketing. The purpose of scientific work is to substantiate the theoretical and methodological provisions and develop practical recommendations for the development of methods and tools of innovative marketing. Component and characteristic features of universal, basic and special formats of economic tools of innovative marketing are revealed. The administrative characteristics and socio-psychological tools in the context of content marketing, social networks, neuromarketing, guerrilla marketing are presented. Perspective directions of further researches of development of methods and tools of innovative marketing are substantiated.