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Journal articles on the topic 'Concept of innovative marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Medvedeva, Yulia. "Marketing orientation as a basis for retail structures’ innovative development." E3S Web of Conferences 210 (2020): 13042. http://dx.doi.org/10.1051/e3sconf/202021013042.

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Transformation of trade processes together with a system approach is the prerequisite for research of marketing management of innovative development of trade enterprises. The development of theoretical and conceptual provisions of marketing management of retail structures’ (RS) innovative development is based on the study of the evolution of marketing concepts in conjunction with the genesis of retail trade, based on the change of technological structures. The transformation of retail trade development guidelines is determined, depending on changes in the subjects of influence. The most releva

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L, Fedun Igor. "Concept of Innovative Marketing in Management of Enterprise." Journal of Advanced Research in Dynamical and Control Systems 12, SP7 (2020): 352–58. http://dx.doi.org/10.5373/jardcs/v12sp7/20202116.

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Komandrovska, Veronika, Valentyn Mizyk, and Taia Chernyshova. "Marketing ensuring as a component of the concept of enterprise innovative development." Ukrainian Journal of Applied Economics and Technology 8, no. 2 (2023): 328–34. http://dx.doi.org/10.36887/2415-8453-2023-2-47.

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The article is devoted to researching the place and tasks of marketing to ensure enterprises' innovative development and study the nature and features of marketing. The main functions of marketing in developing and implementing various types of innovations are highlighted: technological, product, organizational, and marketing. The possibilities and features of using marketing tools are determined depending on the approach to considering the concept of innovative development, their goals, and directions of implementation, as well as for the formation of each component of the enterprise's creati

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Магомедов, М. А., and П. Д. Магомедова. "Innovation in marketing for small and medium enterprises." Экономика и предпринимательство, no. 3(128) (May 13, 2021): 769–73. http://dx.doi.org/10.34925/eip.2021.128.3.153.

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В статье проведено исследование концепции инновационного маркетинга и как это проявляется в контексте малых и средних предприятий. Подчеркивается, что инновации на малых и средних предприятиях могут быть классифицированы с точки зрения характера инноваций, непрерывности инноваций, спада и атрибутов инноваций. Представлено сопоставление понятий инновационного маркетинга и маркетинга инноваций, сформулированы основные различия между ними. The article explored the concept of innovative marketing and how it manifests itself in the context of small and medium-sized enterprises. It is emphasized tha

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Krasyuk, Irina, and Alexey Bragin. "Methodology of marketing research of market niches of innovative products." E3S Web of Conferences 431 (2023): 07008. http://dx.doi.org/10.1051/e3sconf/202343107008.

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The strategic uncertainty of the implementation of innovative products actualizes the need for marketing research. Marketing research is aimed at studying the behavior of all participants of the industrial ecosystem. The purpose of this work is the formation of marketing innovation potential, which will contribute to improving the effectiveness of marketing innovation. Based on the concept of strategic marketing and ecosystem approach, the directions of marketing innovation implementation are determined.

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Azaryan, Elena M., and Vladimir N. Antonov. "THE CONCEPT OF TERRITORY MARKETING DEVELOPMENT IN TERMS OF MARKETING MANAGEMENT." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 12/25, no. 153 (2024): 193–99. https://doi.org/10.36871/ek.up.p.r.2024.12.25.020.

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The article determines that the development of territorial marketing based on the developed concept is an important indicator reflecting the general condition and growth of enterprises and organizations in the real sector. In the general concept of territorial marketing development, in order to increase the capitalization of territories, it is necessary to develop and implement investment promotion programs based on marketing tools, such as: formation of a unique and individual offer and product strategy, formation of pricing policy in accordance with the specifics of territories, optimization

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STANISLAVYK, Olena, and Oleksandr KOVALENKO. "Marketing as a component of enterprise’s innovative activity." Economics. Finances. Law 9, no. - (2022): 24–27. http://dx.doi.org/10.37634/efp.2022.9.5.

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Introduction. Innovative activity is a necessary condition for improving the state of the enterprise and its position in the market. It is based on certain ideas: simple, the implementation of which does not require significant investment and global, based on fundamental research works and which require significant investment costs. However, very often the expected effectiveness of innovative projects is not achieved. The risks associated with non-return of spent resources increase with the increasing the level of radicalism of scientific developments, that form the basis of projects. In many

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8

LARINA, Yaroslava, Julia GALCHYNSKA, and Anna DICHENKO. "INNOVATIVE MARKETING IN MARKETING MANAGEMENT SYSTEM OF ENTERPRISES: REASONS AND KEY VECTORS OF DEVELOPMENT." Herald of Khmelnytskyi National University. Economic sciences 320, no. 4 (2023): 176–82. http://dx.doi.org/10.31891/2307-5740-2023-320-4-26.

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The article considers the issues of terminology, essence and meaning of the concept of “innovative marketing” from the historical and practical points of view, characterizes the main vectors of development and trends in Ukraine. The purpose of the article is to clarify the content and identify the characteristic features of innovative marketing in the marketing management system of enterprises at the current stage, structuring the elements of innovative marketing of the enterprise. Innovative marketing is considered in the article as a component of marketing management which involves the analy

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Axmedov, Alim Babaniyazovich. "UNDERSTANDING OF INNOVATIVE MARKETING TECHNOLOGIES." Multidisciplinary Journal of Science and Technology 4, no. 7 (2024): 29–31. https://doi.org/10.5281/zenodo.12654379.

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This article delves into the concept of innovative marketing technologies and their transformative impact on modern marketing practices. It highlights the significance of technologies such as artificial intelligence, big data analytics, and immersive technologies in enhancing marketing strategies. The study reviews existing literature, outlines effective methodologies, and presents findings on how these technologies can revolutionize marketing, driving efficiency, personalization, and engagement.

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Skyba, T. V. "FEATURES OF NOOMARKETING AS AN INNOVATIVE CONCEPT OF SMART MARKETING." Herald of Kiev Institute of Business and Technology 40, no. 2 (2019): 85–88. http://dx.doi.org/10.37203/kibit.2019.40.20.

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In the article approaches to definition of marketing are analyzed, the evolution of his concepts are investigated, the tendencies of contemporary developments of marketing management are defined, the importance of marketing in in a market economy is grounded.

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Smilyanets, Vitalii. "FUNCTIONAL MODEL OF THE MANAGEMENT SYSTEM FOR THE DEVELOPMENT OF INNOVATIVE POTENTIAL OF AIRLINE COMPANIES ON THE BASIS OF MARKETING CONCEPT." Green, Blue and Digital Economy Journal 4, no. 4 (2023): 19–27. http://dx.doi.org/10.30525/2661-5169/2023-4-3.

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The article is devoted to the improvement of management of the development of the innovation potential of airlines, which ensures their competitiveness in the global market. The solution to the problems caused by the need to update systems and processes in response to rapid changes in market conditions and the emergence of new technologies is seen as possible through marketing concepts and their tools, which are an integral part of the model of managing the development of innovation potential. The aim of the study is to improve the scientific approach to the formation of a model for the develo

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Лукина, Е., and E. Lukina. "Methodical Approach to Developing a Marketing Strategy." Scientific Research and Development. Economics of the Firm 7, no. 1 (2018): 26–36. http://dx.doi.org/10.12737/article_5ad9de218ee196.90014341.

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The dominant paradigm of strategic marketing is increasingly becoming the object of criticism and stimulates alternative approaches to selection or creation of the reference strategy. First of all, it is connected with the development of the resource concept of competitive advantages of enterprises and the new dominant logic of marketing, in which offers an innovative paradigm for managing development of business entities and promoting their products to target markets. The methodical approach for marketing strategy of a company formation, a concept of innovation potential of the company that d

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Kholodnyi, Gennadii O. "Modern Features and Contradictions of Innovative Marketing." PROBLEMS OF ECONOMY 2, no. 56 (2023): 190–97. http://dx.doi.org/10.32983/2222-0712-2023-2-190-197.

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In the current economic conditions, special importance is given to innovative marketing, which generally contributes to the effective commercialization of innovations, ensures the synchronization of the processes of observation, evaluation, modeling, forecasting, control and coordination of innovative marketing activities. The article is aimed at defining the essence and considering the features of functioning of innovative marketing. The article considers general characteristics, subject environment, modern features and contradictions of innovative marketing. A contentual definition of innova

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Matviiets, Olha, and Yuliia Krevnik. "The role of innovative marketing in ensuring the competitiveness and economic security of the enterprise." VUZF Review 6, no. 4 (2021): 98–102. http://dx.doi.org/10.38188/2534-9228.21.4.11.

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In modern conditions the role of innovation as a leading tool for ensuring the competitiveness of the enterprise and its products is constantly growing. Enterprises are looking for new ways to ensure economic security in the market, so it was decided to consider and describe the role of innovative marketing strategy in the management of an enterprise engaged in innovative activities. Innovation marketing contributes to the identification of the real, future and new market opportunities and research into customer needs. Properly constructed scheme for concept of innovative marketing implementat

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Kretek, Henryk A., and Janusz Dworak. "Post-Pandemic Marketing @Marketing." Multidisciplinary Aspects of Production Engineering 3, no. 1 (2020): 584–95. http://dx.doi.org/10.2478/mape-2020-0049.

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AbstractMarketing concentrates mainly on customer acquisition by means of advertisements broadcast in mass media and on billboards. The change to be made in traditional marketing is the shift of interests from satisfying needs to meeting expectations. @Marketing may serve as a tool for that. The aim of this paper is to present a new concept for @marketing, based on innovative forms of product presentation. The paper focuses on the marketing content, without consideration of technical aspects. Research has been carried out in the field of customers’ expectations towards online presentations. In

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Zadoia, Viacheslav. "ORGANIZATIONAL CONTEXT OF ENSURING EFFICIENCY OF MARKETING MANAGEMENT IN INNOVATIVE DEVELOPMENT OF RAILWAY TRANSPORT." Economics, Finance and Management Review, no. 1(21) (March 31, 2025): 130–39. https://doi.org/10.36690/2674-5208-2025-1-130-139.

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The current stage of development of railway transport necessitates the integration of innovative technologies to ensure the competitiveness and efficiency of the industry’s enterprises. The relevance of the problem is due to the growing need to improve marketing strategies that promote the introduction of new technologies and optimise management processes. The purpose of the study is to develop a concept of marketing management of innovative development of railway transport, and the object is the system of management of innovative activities of railway sector enterprises. We applied a comprehe

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Akhunova, Marifat Khakimovna. "MARKETING INNOVATIONS IN THE ECONOMY: PROBLEMS AND DEVELOPMENT PROSPECTS." Nazariy va amaliy tadqiqotlar xalqaro jurnali 2, no. 11 (2022): 106–12. https://doi.org/10.5281/zenodo.7391081.

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<em>The growing importance of innovation in the function of achieving sustainable competitive advantage has defined an entirely new concept and innovative classification. Today, the term innovation not only means a significant improvement in process and product technology, but it also refers to an innovative process in the field of human resources, especially in marketing management. For the reasons mentioned above, the article pays special attention to the analysis of marketing innovations and their increasingly significant impact on the process of achieving sustainable competitive advantage.

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Et al., Dr Naveen Nandal. "“IMPACT OF PRODUCT INNOVATION ON THE FINANCIAL PERFORMANCE OF THE SELECTED ORGANIZATIONS: A STUDY IN INDIAN CONTEXT”." Psychology and Education Journal 58, no. 1 (2021): 5152–63. http://dx.doi.org/10.17762/pae.v58i1.2072.

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The purpose of this research is to analyze the determinants of product innovation and its impact on the financial performance of the organizations. Specifically, the study examines the impact of intelligence generation, intelligence dissemination, product-process innovation, marketing support of the product, quality, Dependability/ Delivery, Technology selection, Flexibility on the financial performance of the automobile companies. The models of product innovation provided the theoretical framework for the research. The model of product-process innovation provides the basis for further researc

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Mabrur, Muhammad, Lalu Agus Satriawan, and Udi Yuliarto. "Aplikasi Konsep Religious Marketing dalam Praktek Komunikasi dan Dakwah Islam." Al-Hiwar Jurnal Ilmu dan Teknik Dakwah 12, no. 1 (2024): 45–56. http://dx.doi.org/10.18592/alhiwar.v12i1.13592.

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The accelerated pace of technological advancement has facilitated the acquisition of information by a multitude of entities. Furthermore, it has altered the behavioural patterns of individuals, enabling the modern person to exercise greater autonomy in determining their own behavioural choices. This development necessitates that da'wah activists adopt innovative approaches to the dissemination of religious teachings. It is not within the power of religious leaders to impose their teachings on society. One such method is the utilisation of marketing concepts in the process of socialising religi

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Putsenteilo, Petro Romanovych, Vitalii Mykolaiovych Nyanko, and Vitalii Leonidovych Karpenko. "Trajectory of marketing function ‒ from traditions to innovations." European Journal of Management Issues 26, no. 3-4 (2018): 103–13. http://dx.doi.org/10.15421/191811.

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Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness of products. Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods. Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development

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БОРОЗДИНА, С. М., А. К. ОРЛОВ, and М. С. ЗАБАЛУЕВА. "APPLICATION OF THE INNOVATIVE MARKETING CONCEPT IN THE FMCG MARKET." Экономика и предпринимательство, no. 1(150) (May 27, 2023): 780–85. http://dx.doi.org/10.34925/eip.2023.150.1.154.

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В статье представлены результаты описательного маркетингового исследования, целью которого было определение отношения потребителей к кофейному бизнесу города Пензы. На основе его результатов с применением инструментария инновационного маркетинга авторы статьи разработали несколько альтернативных вариантов применения стратегий инновационного маркетинга для компаний, занятых в данной сфере, которые в дальнейшем могут быть адаптированы применительно к другим товарам рынка FMCG. The article presents the results of a descriptive marketing research, the purpose of which was to determine the attitude

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Korolev, Mikhail I., Alexander I. Khorev, Viktor G. Lutchenkо, and Oksana O. Lukina. "Concept of the development of the innovative processes of a research and production enterprise." Vestnik of Samara University. Economics and Management 13, no. 4 (2023): 39–50. http://dx.doi.org/10.18287/2542-0461-2022-13-4-39-50.

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In the current conditions of the development of the economy of the Russian Federation, enterprises with a stable release of new goods and services that fully satisfy the needs of society can be of particular innovative value. The article reflects the concept of development of innovative processes of research and production enterprises. The essence of the implementation of innovation in the enterprise is determined: innovation of the process, strategy, product. An innovative structure of a research and production enterprise is presented, which reflects the main elements: market, scientific orga

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Pylypenko, Olena, Liubov Honchar, and Kostiantyn Yarovyi. "EVALUATION OF INNOVATIVE RISKS IN MARKETING ACTIVITIES AS A TOOL FOR ENSURING STRONG COMPETITIVE POSITIONS OF DOMESTIC ENTERPRISES." INNOVATIVE ECONOMY, no. 3 (2023): 86–91. http://dx.doi.org/10.37332/2309-1533.2023.3.11.

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Purpose. The purpose of the article is an in-depth study of the theoretical aspects of the concept of "marketing innovation risks", their classification and the need for further development of approaches to their evaluation. Methodology of research. General scientific and special methods were used in the research process, in particular: induction and deduction – at the stage of collecting, systematizing and processing the necessary information; analysis and synthesis – when combining different components of innovative risk; dialectical – when learning about the nature, content and essence of m

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Smilyanets, V. V. "Improvement of marketing tools for ensuring the development of the innovative potential of aviation enterprises." Marketing and Digital Technologies 7, no. 4 (2023): 153–64. http://dx.doi.org/10.15276/mdt.7.4.2023.11.

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The aim of the article. The purpose of the study is to improve the marketing toolkit for ensuring the development of the innovative potential of aviation enterprises. The results of the analyses. It has been established that traditional marketing is no longer sufficient to target the modern consumer, as his needs and requests are changeable, flexible, shaped by the influence of the global competitive environment in the air transportation market. Analysis of consumer behavior and permanent communication between airlines and customers is an indispensable attribute of marketing activities. The im

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Ahmed Khalf, Ghfran, and Shifaa Mohammad Ali. "The Role Of Innovative Marketing In Enhancing Creativity Of Industrial Organizations." Journal of Economics and Administrative Sciences 30, no. 140 (2024): 172–87. http://dx.doi.org/10.33095/x5bj0b58.

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Innovative marketing has become a basic pillar that countries and industrial companies rely on to achieve creativity in their work, a true criterion for their success and failure, and an essential element for their profit or loss. Innovative marketing has become an urgent necessity and there is no way to ignore it, because of its vital therefore, industrial organizations must shift from traditional marketing to innovative marketing and think outside traditional frameworks by constantly keeping pace with development, encouraging innovation, generating modern ideas, and adopting the concept of c

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Meng, Jiayun. "Innovative Marketing of Traditional Chinese Handicrafts." Advances in Economics, Management and Political Sciences 32, no. 1 (2023): 23–28. http://dx.doi.org/10.54254/2754-1169/32/20231558.

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Traditional crafts are the continuation of the traditional culture and history of the nation. The cultural development of a group is documented by its artifacts, which also record the history of the nation or country and record its rise and fall. Marketing Innovation is an important contemporary marketing concept, and the effective use of innovation can rejuvenate traditional technologies. This paper analyzes the bottlenecks encountered by the contemporary Chinese traditional handicraft industry and provides new directions for the development of Chinese traditional handicraft industry by combi

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Птащенко, Олена Валеріївна. "РОЗВИТОК МАРКЕТИНГУ БАНКІВСЬКОЇ СФЕРИ НА ЗАСАДАХ КЛІЄНТООРІЄНТОВАНОГО ПІДХОДУ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 133, № 2 (2019): 70–78. http://dx.doi.org/10.30857/2413-0117.2019.2.6.

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The article considers the principal components of bank marketing along with providing insights into the bank marketing concept and pathways for its improvement. The study identifies the key trends and stages in bank marketing development. It is emphasized that the current mainstream in the banking sector is closely linked to the on-going processes of automation, computerization, globalization, permanently updated technological tools and advanced banking technologies. Innovations have become an integral part of banking activities and encouraged to implement a range of marketing and logistics co

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Ergashhodjaeva, Shakhnoza Jasurovna. "GENESIS OF THE CONCEPT OF THE ESSENCE OF INNOVATIVE MARKETING." Theoretical & Applied Science 59, no. 03 (2018): 113–19. http://dx.doi.org/10.15863/tas.2018.03.59.16.

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Shook, Dale N., and Salah S. Hassan. "Marketing Management in an Islamic Banking Environment: In Search of an Innovative Marketing Concept." International Journal of Bank Marketing 6, no. 1 (1988): 21–30. http://dx.doi.org/10.1108/eb010823.

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Shook, Dale N., and Salah S. Hassan. "Marketing management in an islamic banking environment: in search of an innovative marketing concept." International Executive 30, no. 2-3 (1988): 13–14. http://dx.doi.org/10.1002/tie.5060300204.

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Mura, Ladislav. "INNOVATIONS AND MARKETING MANAGEMENT OF FAMILY BUSINESSES: RESULTS OF EMPIRICAL STUDY." International Journal of Entrepreneurial Knowledge 8, no. 2 (2020): 56–66. http://dx.doi.org/10.37335/ijek.v8i2.118.

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During pandemic and economic crises, business units are under constant pressure and face many challenges to find solutions for. Family businesses form a significant segment of the business sector. Competition and the current crisis force businesses to find solutions for sustainable entrepreneurship. Family businesses are gradually consolidating their position in the business environment, especially by introducing a personal approach to the customer (pro-customer orientation) and innovative activities. The concept of innovative marketing (INMARK) represents businesses' opportunity to establish

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Arif, Nina Fapari, Sri Dwi Ari Ambarwati, Widhi Tri Astuti, Tri Wahyuningsih, and Andi Harmoko Arifin. "Market Orientation and Marketing Capability of SMEs: A Conceptual Framework." Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499 2 (August 30, 2024): 107–14. http://dx.doi.org/10.47747/snfmi.v2i1.2015.

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Market orientation is a marketing concept aimed at continuously creating value for customers to achieve superior performance. In addition, exploring the role of specific marketing capabilities related to innovative and entrepreneurial company behavior is necessary alongside marketing capability. However, literature on the role of marketing capabilities in competitive strategy is still limited. Similarly, there is a lack of conceptualization and operationalization of innovation and the construction of sustainable competitive advantage. Researchers focus on how Market Orientation and Marketing C

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Arif, Nina Fapari, Sri Dwi Ari Ambarwati, Widhi Tri Astuti, Tri Wahyuningsih, and Andi Harmoko Arifin. "Market Orientation and Marketing Capability of SMEs: A Conceptual Framework." Proceedings of Forum Manajemen Indonesia's International Conferences, no. 1 (August 30, 2024): 107–14. https://doi.org/10.47747/fmiic.v1i1.2202.

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Market orientation is a marketing concept aimed at continuously creating value for customers to achieve superior performance. In addition, exploring the role of specific marketing capabilities related to innovative and entrepreneurial company behavior is necessary alongside marketing capability. However, literature on the role of marketing capabilities in competitive strategy is still limited. Similarly, there is a lack of conceptualization and operationalization of innovation and the construction of sustainable competitive advantage. Researchers focus on how Market Orientation and Marketing C

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Буднікевич, Ірина Михайлівна, та Андрій Андрійович Бакун. "КОНЦЕПЦІЯ МАРКЕТИНГУ В КРЕАТИВНИХ ІНДУСТРІЯХ". TIME DESCRIPTION OF ECONOMIC REFORMS, № 1 (24 березня 2025): 130–39. https://doi.org/10.32620/cher.2025.1.15.

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The article analyzes the relevance of implementing marketing tools in the field of creative industries to ensure effective development, promotion, and commercialization of creative products. In the context of the modern economy—where innovation, knowledge, and creativity dominate-there is a growing need for new approaches to meet consumer needs and strengthen competitiveness. Purpose of the Article. The aim is to develop a concept of creative industries marketing as a strategic approach focused on the creation, promotion, distribution, and commercialization of creative goods and services. This

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Gupta, Harshita, and Saumya Singh. "Sustainable practices through green guerrilla marketing – an innovative approach." Journal on Innovation and Sustainability. RISUS ISSN 2179-3565 8, no. 2 (2017): 61. http://dx.doi.org/10.24212/2179-3565.2017v8i2p61-78.

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Sustainability is the need of the hour. Organizations that align the interests of all their stakeholders – customers, investors and employees are considered to act for sustainable development. But some of the organizations compromise to this fact. They are rather busy exploiting the resources. Bluffing the customers for making quick profits has become a prevalent notion. Amidst all these selfish motives, they tend to forget about the repercussions which we and our planet may endure as a whole in near future. There are many evidences when responsible companies have proved themselves performing

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Dyhdalewicz, Anna, and Urszula Widelska. "Accouting and marketing dimensions of innovations." e-Finanse 13, no. 2 (2017): 1–13. http://dx.doi.org/10.1515/fiqf-2016-0018.

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AbstractInnovations are an important, although imprecise conceptual category. They are perceived differently depending on the accepted scientific perspective. The article verifies the concept of innovation in terms of marketing and accounting. The main aim of the paper is to identify problems and formulate preliminary research hypotheses connected to the integration of the accounting and marketing functions of an enterprise within the context of the assessment of innovative activities conducted by the entity. Additionally, it is the authors’ intention to draw attention to similarities and diff

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Gamova, І. V. "Іnnovative marketing management in the e-trade ecosystem". Marketing and Digital Technologies 7, № 3 (2023): 131–43. http://dx.doi.org/10.15276/mdt.7.3.2023.9.

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The aim of the article. To develop a functional model of the internal marketing innovation ecosystem of an e-trade enterprise and to identify the significance of the impact of marketing management innovations on the marketing complex of an e-trade enterprise. The results of the analyses. A completely new approach to the stages of the innovation process is considered. Taking into account the constant interaction of marketing and the innovation process, the author proposed to reduce the number of stages from 8 to 5, namely: idea, product/service development, innovation, implementation and innova

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Arabshahi, Hassan, and Hamed Fazlollahtabar. "Risk analysis for innovative activities in production systems using product opportunity gap concept." TQM Journal 31, no. 6 (2019): 1028–48. http://dx.doi.org/10.1108/tqm-11-2018-0163.

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Purpose This paper presents a stepwise method for identification and analysis of innovative activities in production systems. The purpose of this paper is to provide a structure in order to propose the risk paradigms and factors corresponding to the innovative activities and evaluation of the impact of these activities on innovation decisions and investment. Design/methodology/approach The model used here is an analytical approach that evaluates the impact of innovative activities on innovation decision and investment using product opportunity gap (POG) concept. This framework is applied for i

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Blagorazumnaya, Olga, and Larisa Trifonova. "Correlation of the concepts innovative marketing and marketing of innovations in the context of promotion of goods and services." Studia Universitatis Moldaviae. Seria Ştiinţe Umanistice, no. 11(3) (October 2024): 29–36. http://dx.doi.org/10.59295/sum11(3)2024_05.

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This article analyzes the relationship between the concepts of innovative marketing and marketing of innovations with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the development and implementation of marketing strategies that are not limited to the area of innovation. On the other hand, marketing of innovations ac

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TOPUZOV, O., and L. KHOMENKO. "MARKETING OF INNOVATIONS IN THE HIGHER PEDAGOGICAL INSTITUTION OF EDUCATION." ТHE SOURCES OF PEDAGOGICAL SKILLS, no. 30 (December 28, 2022): 11–20. http://dx.doi.org/10.33989/2075-146x.2022.30.270634.

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The article is devoted to the problem of development of innovation marketing in a higher pedagogical educational institution. An overview of scientific works on the considered topic is presented. The authors highlighted the peculiarities of educational technoparks, hubs of Poltava National University named after V.G. Korolenko as marketing innovations that ensure the improvement of the quality of pedagogical education. The concept of innovation marketing in a higher pedagogical institution of education is defined and widely analyzed. The main methods of introducing innovative marketing technol

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Drozdovich, L. I. "INNOVATIVE MARKETING CONCEPTS WITHIN THE DIGITAL ECONOMY." BULLETIN OF THE INSTITUTE OF ECONOMICS OF NAS OF BELARUS, no. 3 (December 27, 2021): 44–54. http://dx.doi.org/10.47612/2789-5122-2021-3-44-54.

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The article examines the main trends in the development of modern marketing concepts, due to the digitalization of consumer behavior, identifies approaches to the concepts of "foresight of marketing technologies", "interaction marketing", "systemic-reflexive marketing" due to the use of digital communications. The features of the formation of the product and price policy in the framework of the marketing activities of the enterprise are considered.

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Wu, Yiye. "Analysis of the Impact of Hema Supermarket's Innovation Strategy on Marketing Effectiveness." Advances in Economics, Management and Political Sciences 116, no. 1 (2024): 185–91. http://dx.doi.org/10.54254/2754-1169/116/20242529.

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Abstract: Hema Fresh is an innovative online and offline integrated new retail fresh supermarket. In recent years, Hema Xiansheng has been popular with consumers in major cities in China. Adhering to the concept of "freshness, convenience, quality and Internet", it is committed to providing consumers with fresh, high-quality food and convenient shopping experience. This paper aims to analyse the impact of Hema supermarket's innovative approach on its marketing effectiveness through theoretical analysis and comparative research. Through research and analysis, the innovation strategy of Hema Sup

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Odesskaia, A. V. "Technologies of territorial marketing on the example of the Tomsk region as an innovative-active region." Juvenis scientia, no. 2 (2019): 7–11. http://dx.doi.org/10.32415/jscientia.2019.02.02.

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Innovative activity of the territory is part of the image, which determines the priority for the development of the territory, increasing its competitiveness and improve living conditions for the people on it. This article analyzes the features of the areas of marketing with an innovative development on the example of the Tomsk Oblast Administration. Purpose – to develop recommendations for improving the marketing of technology in Tomsk Oblast. In this paper, the theoretical aspects concerning the marketing of innovative territories are highlighted, the features of marketing of innovative terr

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Pucci, Tommaso, Andrea Runfola, Simone Guercini, and Lorenzo Zanni. "The role of actors in interactions between “innovation ecosystems”: drivers and implications." IMP Journal 12, no. 2 (2018): 333–45. http://dx.doi.org/10.1108/imp-05-2017-0022.

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Purpose The purpose of this paper is to study the role of the actors (especially firms) in interactions between contexts defined as “innovation ecosystems.” Design/methodology/approach The paper presents a conceptual framework. A review of the literature to frame the concepts of innovation ecosystems and the Industrial Marketing and Purchasing (IMP) approach is presented. A possible integration of the two concepts is then discussed. Findings The paper adds new discursive inputs to the concept of innovation ecosystem that validate its use in the context of the knowledge economy and extends the

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Bernal Castellanos, Katherin. "Employer Marketing: Innovative strategies to compete for talent in Colombia." SCT Proceedings in Interdisciplinary Insights and Innovations 1 (December 10, 2023): 82. http://dx.doi.org/10.56294/piii202382.

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Over time, companies have experienced constant evolution, adapting and generating new strategies to respond to the changing demands of the labor market. Through an exhaustive review of academic literature, which included scientific articles, theses and books, these strategies were explored, starting from the concept of talent management to understand the origin of competition for this resource. Various perspectives on the concept of employer branding were examined, from its construction to the advantages it offers to position companies successfully in the corporate and labor market. In an atte

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Marchyshyn, Nazar. "FORMATION AND EVALUATION OF COMPLEX OF INNOVATIVE MARKETING AT THE ENTERPRISE." Economic Analysis, no. 27(4) (2017): 230–38. http://dx.doi.org/10.35774/econa2017.04.230.

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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

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Chernyshova, Taia. "OPEN INNOVATION AS A COMPLEX MECHANISM OF MODERN INNOVATIVE DEVELOPMENT." INNOVATIVE ECONOMY, no. 4 (2023): 125–34. http://dx.doi.org/10.37332/2309-1533.2023.4.18.

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Purpose. The aim of the article is to study the regularities of open innovations in the process of modern innovative development and development of a complex model that explains the cause-and-effect mechanism of the development of open innovations in the multiplicity of their manifestation. Methodology of research. The following research methods were applied to achieve the goal: to identify the essence of the concept of “open innovation” – methods of analysis and synthesis; for the accumulation of disjointed, but causally connected facts, concepts – methods of induction and deduction in their

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Mansour, Dina, and Hortensia Barandas. "High-tech entrepreneurial content marketing for business model innovation." Journal of Research in Interactive Marketing 11, no. 3 (2017): 296–311. http://dx.doi.org/10.1108/jrim-03-2016-0022.

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Purpose The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective. Design/methodology/approach The paper provides a conceptual overview of content marketing and business model innovation concerning high-tech entrepreneurs. Findings The high-tech entrepreneurial content marketing (HIT-ECM) framework has five delineating elements with a small high-tech firm as the focal point: adapting content marketing in the business model,

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Diakonova, Sofya, and Elena Nidziy. "Modern methods of managing innovative processes at enterprises of the real sector of the economy." E3S Web of Conferences 164 (2020): 09049. http://dx.doi.org/10.1051/e3sconf/202016409049.

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The purpose of this study is to develop modern methods for managing innovative processes at enterprises of the real sector of the economy. The structure of the concept of innovative innovation management from the position of fundamental and marketing approaches has been developed. To implement the concept, it is important to be able to manage innovations using the protective, strategic functions of the created innovations that provide technological and informational advantages and block the entry of competitors into the market. Based on the analysis of the group features of innovations, two gr

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Bikmetov, Evgeniy, Elena Kuznetsova, Igor Ruvenny, Oksana Ignateva, and Zarina Sizonenko. "Concept and practice of marketing glamping as an eco-friendly tourism product." BIO Web of Conferences 130 (2024): 04020. http://dx.doi.org/10.1051/bioconf/202413004020.

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The article updates the application of a marketing approach in the glamping industry to maximize the use of all the opportunities that this environmental innovation provides for solving economic and social problems. The purpose of the study is to formulate the foundations of the conceptual model of glamping marketing as a type of marketing management in the service sector, combining, on the basis of the principle of complementarity, on the one side, the realization of the needs and motives (rational, emotional, mental) of clients in active leisure and on the other side, green, cultural, econom

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