FORMATION AND EVALUATION OF COMPLEX OF INNOVATIVE MARKETING AT THE ENTERPRISE

Abstract

Introduction. The development of the theory of marketing in the enterprise is investigated in the retrospect. The enhancement of the innovation vector of its direction is determined. The transformations within the marketing complex of the enterprise are studied. The growth of the influence of innovative marketing on the formation of competitive advantages of business entities is proved. The directions of improvement of the structure of the complex of innovative marketing at the enterprise determined. Methodical approaches to its evaluation are defined. Subject. Methodological approaches to the formation and evaluation of the complex of innovative marketing of the enterprise have become the subject of the research. Purpose. The article aims to assess the changes, to form the structure of the innovation marketing complex at the enterprise and to substantiate the feasibility of its introduction into practical activity of domestic business entities. Method (methodology). The following complex of general scientific and special methods has become the methodological basis of the research: historical and logical method (to study the theoretical foundations and evolution of the development of innovative marketing complex in the enterprise); method of analysis and synthesis (for comparison of the basic approaches to the interpretation of the concepts and evaluation of the complex of innovative marketing of the enterprise); method of comparison and grouping (to systematize the indicators used in the process of assessing the complex of innovative marketing of the enterprise); graphic method (for a visual representation of the structure of the innovation marketing complex of the enterprise and the results of marketing analysis of the milk and milk products market); abstract and logical method (for theoretical generalization and formulation of conclusions). Results. The advantages of using the method of evaluation of innovative marketing in enterprises and its structure have been revealed. The criteria of efficiency of functioning of complex of innovative marketing on the enterprise have been determined. Practical areas of application of methodical approaches to the evaluation of the complex of innovative marketing of business entities have been established.