Year: 2023
Type: article
Abstract: The purpose. Theoretical and practical aspects of using marketing innovations in the product policy of enterprises have been studied, and their impact on competitiveness and profitability of companies has been justified. The article is to analyze the role of marketing innovations in the product policy of enterprises and their impact on business development in the modern dynamic market environment. Methods. The study is based on relevant scientific research and publications, analyzing the latest trends and approaches in the field of marketing. The research was conducted through the analysis of scientific sources and empirical data, using methods such as dynamic, semantic, comparative analysis, systematization method, grouping method, analysis and synthesis, abstract-logical and expert methods, with the aim of identifying and describing various types of marketing innovations, their peculiarities and relationships with the product policy strategy of the enterprise. The results. Marketing innovations are a key factor in business development in conditions of unstable market environment and changing consumer needs. Their implementation will allow enterprises to ensure sustainable competitive development and positioning in the market. Scientific novelty lies in proposing the implementation of marketing innovations in the practice of enterprises, including the application of new methods of advertising and product promotion, creating exclusive products, using innovative technologies in production, and more. The practical significance of the research lies in its potential to form new theories and concepts in the field of marketing, increase the level of knowledge and qualifications of specialists, consider modern approaches to marketing, such as the development of new products, their market promotion, quality assurance of goods and services, and brand creation and development, with the aim of increasing the competitiveness of enterprises.
Author: I. LYSENKO
Institution: Chernihiv Polytechnic National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4387975877