The Role of Marketing Innovations in Product Policy of Enterprises

Abstract

In the article, the authors justify the importance of the role of marketing innovations in product policy of enterprises and their impact on business development in the modern dynamic market environment. The work is based on relevant scientific research and publications, analyzes the latest trends and approaches in the field of marketing. The theoretical and practical aspects of using marketing innovations in product policy of enterprises have been studied, and their impact on competitiveness and profitability of companies has been identified. The scientific novelty of the research lies in substantiating the theoretical and practical aspects of effective marketing innovations and their role in the product policy of enterprises. The authors propose the implementation of marketing innovations in the practice of enterprise work, including the use of new advertising and product promotion methods, the creation of exclusive products, the use of innovative technologies in production, and so on. The research was conducted based on the analysis of scientific sources and empirical data in order to identify and describe various types of marketing innovations, their features, and relationships with the product policy strategy of the enterprise. The authors conclude that marketing innovations are a key factor in business development in the conditions of an unstable market environment and changing consumer needs. Their implementation will allow enterprises to ensure sustainable competitive development and positioning in the market. The conducted research can serve as a basis for forming new theories and concepts in the field of marketing, increasing the level of knowledge and qualifications of specialists, considering modern approaches to marketing, including the development of new products, their promotion in the market, ensuring the quality of goods and services, creating and developing brands, in order to increase the competitiveness of enterprises.