Marketing ensuring as a component of the concept of enterprise innovative development

Abstract

The article is devoted to researching the place and tasks of marketing to ensure enterprises' innovative development and study the nature and features of marketing. The main functions of marketing in developing and implementing various types of innovations are highlighted: technological, product, organizational, and marketing. The possibilities and features of using marketing tools are determined depending on the approach to considering the concept of innovative development, their goals, and directions of implementation, as well as for the formation of each component of the enterprise's creative development. It was concluded that in today's competitive and dynamic market, enterprises must constantly innovate and adapt to customers' changing needs and preferences, improve existing products, and find new ways to provide value. The definition of "marketing ensuring the enterprise's innovative development", its content, and tasks are clarified. The need to specify the economic justification of the complex use of marketing tools to increase the pace of innovative development and the economic efficiency of innovations is emphasized. It is concluded that marketing plays a crucial role in implementing each element of the concept of enterprise creative development; in particular, it provides information about the market, shapes product development, determines market opportunities, promotes innovation, and supports successful relations with customers. Attention is focused on the fact that organizations can maximize the impact of innovative development, increasing their competitive position and stimulating long-term growth using strategic integration of marketing efforts. It is proposed to consider marketing ensuring as a necessary component of the concept of innovative development, which provides effective communication of the creative efforts of the enterprise, their perception by the target audience, and the growth and success of the organization, eliminates the gap between the innovation and its recognition on the market. Keywords: innovative development, sustainable development, concept, marketing, marketing support, efficiency.