The introduction of marketing tools to manage innovation is becoming one of the main reasons for the success of modern innovations. Innovative activity in the marketing is impossible without the presence at the enterprise of the relevant personnel.
FEATURES OF THE DEVELOPMENT OF INNOVATIVE MARKETING Samoilenko A.O., Rumiantseva H. О. Oles Honchar Dnipropetrovsk National University (Ukraine) Recently, there was a dynamic development of the business sector of the economy in a volatile market situation, which leads to increased competition and over saturation of the market with almost identical goods. Therefore, innovative technologies are now widely used in marketing. This allows companies to significantly increase profits and expand the market sector occupied by their products. Marketing innovation is a concept that has emerged relatively recently. It arose in connection with the rapid development of high technology. Improved products must be introduced to the market without hindrances. In order for the mechanisms to be as efficiently as possible, the specialists have done work on convergence and integration of two objects: marketing and innovation. To date, innovation marketing is defined as a type of economic and production activity of the company aime
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