The role of marketing innovations in the enterprise

Abstract

The goals of marketing of innovations are defined - marketing support of this innovation in the market. The process of incorporating innovations in marketing activities and creating competitive advantages for new goods and services is considered. It is proposed to use marketing strategic methods based on planning of innovation production, market segmentation, communication implementation, price setting, distribution and promotion of innovations, sales planning, service maintenance and to create the competitive advantage of expanding the scope and role of marketing in the innovation activity of the enterprise.