Marketing Aspects of Innovative Development of Business Organizations in the Sphere of Production, Trade, Transport, and Logistics in VUCA Conditions

Abstract

The objective of this study is to identify the main trends of integration and innovation of marketing, which will make it possible for business organizations, including industrial enterprises, trading companies, and transport and logistics companies, taking into account the feature of the modern world, to direct the marketing activities towards the sustainable innovative development. The research is focused on the impact of the modern world characteristics and features of the digital society on the innovative development of business organizations, as well as identifies the key areas of integration of marketing and innovation. As a result of the analysis of vacancies of the world’s leading companies, the requirements for marketers working in the field of innovation are generalized. Based on the results obtained, the basic principles of sustainable innovative development of business organizations are formulated, taking into account marketing and innovation integration.