MARKETING DEVELOPMENT OF INNOVATIVE PRODUCTS

Abstract

The study of the marketing development of innovative products is crucial due to the active implementation of scientific and technical achievements, the rapid spread of digital technologies, globalization of the economy, the division of labor and involving different participants in production and economic activity, increasing competition between producers of various forms of management and countries of origin, the transformation of innovative products into a commodity for which demand is constantly growing. It is determined that the development of the marketing of innovative products is based on the ambiguity of a new socio-economic phenomenon, the system of properties of which characterizes innovation. It is proved that the properties of the product are inherent in both the innovative product - the result of research and development, and innovative production - new competitive products. The object of research is the processes of economic, institutional, and environmental nature, the integral unity of which reflects the development of marketing of innovative products. The subject of the study is a set of theoretical and methodological and practical aspects of the development of the marketing of innovative products. The purpose of scientific work is to substantiate the theoretical and methodological provisions and develop scientific and practical recommendations for the development of the marketing of innovative products. As a result of research, the urgency of development of marketing of innovative products is proven; the functional content of innovation marketing is determined; the characteristic features and properties of innovations as a market commodity are established; the importance of the strategy for constant updating of products is substantiated for market participants; the socio-economic expediency of marketing innovations for business entities is substantiated; the main sources of generating innovative goods are identified; the affiliation of human needs to the factors that combine innovation and marketing activities is proved; the institutional components of innovation marketing development are singled out.