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Journal articles on the topic 'Innovative marketing tools'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

Civelek, Mehmet, Michal Červinka, Krzysztof Gajdka, and Václav Nétek. "Marketing communication tools and their influence on marketing innovation: Evidence from Slovakian SMEs." Management & Marketing. Challenges for the Knowledge Society 16, no. 3 (2021): 210–27. http://dx.doi.org/10.2478/mmcks-2021-0013.

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Abstract Due to lack of sources, SMEs face certain problems when applying innovative activities. Since marketing communication tools enable to perform innovative actions, SMEs’ usage of such channels might provide solutions for them to overcome the barriers of making innovation. Thus, this paper investigates whether the usage of marketing communication tools by SMEs enables them to be innovative in marketing or not, and the research question is “Does the usage of marketing communication tools by SMEs improve their innovativeness in marketing?” This paper focuses on traditional and technology-e

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Levchenko, Vadim O. "INNOVATION MARKETING AND PROSPECTS FOR ITS DEVELOPMENT IN THE DIGITAL ECONOMY." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 8/2, no. 147 (2024): 117–22. http://dx.doi.org/10.36871/ek.up.p.r.2024.08.02.014.

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During the development of the Marketing 5.0 complex, it is important to consider the fea-tures and specifics of the modern development of innovative marketing, marketing activities, marketing of innovations, which is especially important for the system of promotion of products, goods and services on the Internet. The article presents strategic directions for the development and improvement of innovation marketing at the stage of development of the digital economy. The advantages and disadvantages of using marketing tools to promote innovation at each stage of the development of the digital eco

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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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Nufer, Gerd. "Innovative Digital Guerrilla Marketing." International Journal of Innovation, Management and Technology 12, no. 3 (2021): 40–44. http://dx.doi.org/10.18178/ijimt.2021.12.3.907.

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Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for inno

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Ayuni, Risa Dwi. "Crowdsourcing : Tools for Viral Marketing." Communicare : Journal of Communication Studies 9, no. 2 (2022): 108. http://dx.doi.org/10.37535/101009220223.

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Tiktok is no longer new as Digital Marketing platform. By offering the convenience of creating content without involving video editing applications, it makes users more able to create their interests only with a mobile phone. Massively developed communication technology allows consumers to actively participate in various business activities. Not only relying on companies, but many other collaborative methods, one of which is crowdsourcing. The development of social media has facilitated the rapid development of crowdsourcing as an innovative tool in the field of marketing. One of the cases dis

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ГАРАФОНОВА, Ольга, Владислав ДВОРСЬКИЙ, Микола ПОНОМАРЕНКО та Олександр ВЕРХУША. "МЕХАНІЗМИ ІННОВАЦІЙНОГО РОЗВИТКУ СИСТЕМ МАРКЕТИНГУ: СУТНІСТЬ, СТРУКТУРА ТА НАПРЯМИ ТРАНСФОРМАЦІЇ". Herald of Khmelnytskyi National University. Economic sciences 342, № 3(1) (2025): 286–92. https://doi.org/10.31891/2307-5740-2025-342-3(1)-40.

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The article reveals the essence of innovative marketing as a modernized model of organizing marketing activities, oriented towards digitalization, analytical technologies, and advanced communication approaches. It is established that the key elements of innovative marketing include systematic study of consumer needs, the formation of a unique value proposition, the implementation of modern digital tools, and the use of artificial intelligence. These approaches contribute to ensuring a sustainable competitive advantage for enterprises. The importance of integrating digital platforms, automated

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Bessarabova, Anna A. "RESEARCH ISSUES IN THE FIELD OF INNOVATIVE MARKETING IN THE MARKET OF GOODS AND SERVICES." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 8/9, no. 149 (2024): 121–30. https://doi.org/10.36871/ek.up.p.r.2024.08.09.017.

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The article considers the marketing aspects of promotion existing in domestic and foreign literature, revealing the essence of marketing in the market of innovative goods and services. The features of innovative marketing and methods of implementing innovative marketing activities in the service sector are revealed. The essence of innovative goods and services is determined, and the definitions of the studied problems are clarified, namely: “innovative goods”, “innovative service”. The relevance of implementing the tools of innovative marketing, which opens up wide opportunities for modern bus

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Listrova, O. S., O. O. Matviienko, and T. V. Solomyna. "Innovative marketing tools of the hotel industry." Economic Bulletin of the National Mining University 70 (2020): 105–14. http://dx.doi.org/10.33271/ev/70.105.

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Tataryntseva, Yuliia, Oleksandr Manoylenko, and Nataliia Shmatko. "Financial Justification for the Use of Innovative Digital Marketing Tools." Marketing and Management of Innovations 15, no. 3 (2024): 127–40. http://dx.doi.org/10.21272/mmi.2024.3-10.

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This article presents a comprehensive study aimed at analysing the impact of innovative digital marketing tools on the promotion of dairy products. This study is relevant because of the rapid dynamics of the digital environment and the need for enterprises to adapt to new marketing trends. The article investigates the feasibility of using innovative digital marketing tools in accordance with the segments of the target audience on the basis of the definition of their values. The main problem is the lack of scientific justification for the choice of innovative digital marketing tools for potenti

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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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Kropelnytska, Svitlana, Serhii Kit, and Marta Morytsan. "Marketing support of innovative clusters: coordination of participants’ interaction and competitiveness development." Problems and prospects of economics and management, no. 1(41) (May 16, 2025): 241–54. https://doi.org/10.25140/2411-5215-2025-1(41)-241-254.

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The article examines the economic essence and features of marketing support for innovative clusters as a key mechanism for enhancing regional competitiveness and stimulating innovation activities. The main objective of the study is to identify effective marketing tools that influence the functioning and development of innovative clusters, as well as to develop recommendations for improving their marketing support. The research is based on a comprehensive methodological framework, including methods of systems analysis, structural-functional approach, economic-statistical tools, and comparative

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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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Krchova, Hana, and Katarína Svejnova Hoesova. "The impact of modern communication marketing tools to increase the innovativeness of business." Marketing and Management of Innovations 5, no. 3 (2021): 117–26. http://dx.doi.org/10.21272/mmi.2021.3-10.

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The scientific paper aims to examine the influence of marketing communication tools on the innovation of small and medium-sized enterprises increasing in the Slovak Republic. Nowadays the most companies struggle with business revenue due to the pandemic situation of COVID-19 disease. Many business processes moved to the online area, especially daily workers cooperation, communication with customers, sales support, and almost all types of marketing activities. Experience has shown that the key to success in business is the adequate setup of the communication tools. This issue is important not o

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Дзюба, С. Ф. "Innovative Territory Management - marketing thinking." Экономика и предпринимательство, no. 2(127) (April 11, 2021): 598–600. http://dx.doi.org/10.34925/eip.2021.127.2.116.

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В статье рассмотрен актуальный вопрос стратегического управления территориями. Определены основополагающие причины применения диверсификации стратегического управления в современных условиях и обоснование использования маркетинговых инструментов при его реализации. The article deals with the actual issue of strategic management of territories. The fundamental reasons for the use of strategic management diversification in modern conditions and the rationale for the use of marketing tools in its implementation are determined.

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Sazonov, Andrey A. "Modern innovative marketing technologies’ practical tools analysis as a way to increase the high-technology enterprises’ competitiveness." Econimics Journal 2, no. 3 (2020): 14–23. http://dx.doi.org/10.46502/issn.2711-2454/2020.3.2.

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The article is devoted to the features’ study of the modern innovative technologies use in the marketing sphere, in order to establish the possibilities that allow modern industrial enterprises to increase their competitiveness level. The authors highlighted the theoretical and methodological foundations for modern innovative technologies application in the marketing sphere necessary for organizing the integrated management process of enterprise’s competitiveness indicators. The key features incident to modern marketing of innovations are determined. The lateral marketing improvement direction

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Kiselev, Semyon Andreevich, Maxim Nikolaevich Bembeev, and Tatyana Valeryevna Terentyeva. "METHODOLOGICAL TOOLS OF THE ORGANIZATIONAL AND MANAGERIAL MECHANISM OF INVESTMENT SUPPORT FOR INNOVATIONS." Scientific Review: Theory and Practice 14, no. 4 (2024): 612–18. http://dx.doi.org/10.35679/2226-0226-2024-14-4-612-618.

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Innovation is the final result of innovative activity, which has been realized in the form of a new or improved product sold on the market, a new or improved technological process used in practical activities. An innovative process means the innovative activity of an enterprise. In general, an innovation process is a sequential chain of events during which an innovation "matures" from an idea to a specific product, technology or service and spreads in business practice. One of the main conditions for the introduction of innovations is the availability of an effective marketing and sales system

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Smyrnova, Tetiana. "Modern aspects of innovative marketing. Problems and prospects of using innovative marketing by business in Ukraine." Economics: time realities 6, no. 76 (2024): 96–106. https://doi.org/10.5281/zenodo.14549806.

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The article discusses modern aspects of innovative marketing. The existing definitions of the term "innovative marketing" are analyzed, the author's definition is proposed, the essence and main goals are indicated. General aspects of innovative marketing are analyzed: application of new technologies, orientation to changes in consumer behavior, integration of digital platforms for product promotion, adaptation to changes in the competitive environment. A comparison of innovative marketing with traditional marketing is made, the advantages and disadvantages of innovative marketing are highlight

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Azoev, Gennadiy, and Ekaterina Sumarokova. "MARKETING SUPPORT FOR SCALING AN INNOVATIVE STARTUP." Bulletin of the South Ural State University series "Economics and Management" 17, no. 4 (2023): 152–66. http://dx.doi.org/10.14529/em230414.

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The venture nature of scaling startups requires special attention to commercial risks, which in-crease many times compared to the scaling of innovative products. To minimize such risks, the most effective tools are branding technologies that orient a startup to maximize profits by increasing the number of consumers, developing and implementing relevant strategies and competition tools, and increasing the marginality of the product. This article highlights the risk zones of scaling innovative startups and a structured formula for the de-pendence of startup profits on market capacity, market sha

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Havrylenko, Nataliia, Serhii Kasian, Viktoriia Opalko, Natalia Ptytsia, and Larysa Lytvynenko. "Innovative marketing in intelligence urban logistics systems." E3S Web of Conferences 616 (2025): 03014. https://doi.org/10.1051/e3sconf/202561603014.

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The significance of innovative marketing in the intelligent urban logistics systems is pointed out. The methodological basis of the study comprises the methods of expert assessments, generalisation and system analysis, the method of analogy, the method of morphological analysis, and the abstract and logical method. The scientific novelty of the proposed study is determined by determining the role and place of innovative marketing in economic formations and, primarily, in ensuring the management of intelligent urban logistics systems with the creation of an appropriate mechanism and characteris

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Vivchar, O., and M. Ziailyk. "Dynamics of innovative marketing components." Socio-Economic Problems and the State 25, no. 2 (2021): 281–86. http://dx.doi.org/10.33108/sepd2022.02.281.

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The current state of Ukraine's economy is characterized by increased competition and the growing influence of marketing innovation on economic growth. The impact of the innovative marketing components on increasing the competitiveness of the enterprise is considered in the article, also the essence of marketing in innovation management is revealed. Such economic categories as "innovation", "innovation policy", "innovation marketing" are analyzed in the article, their role and importance in the economic activity of enterprises are identified. The influence of the components of innovative market

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Novikova, M., and O. Nebylytsia. "MODERN EFFECTIVE MARKETING TOOLS FOR BUSINESS DEVELOPMENT." Series: Economic science 7, no. 167 (2021): 40–45. http://dx.doi.org/10.33042/2522-1809-2021-7-167-40-45.

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The conditions for the functioning of the modern economy, which are characterized by fierce competition, require the management of companies to constantly modernize the business processes of the enterprise, the use of innovative tools and technologies in general and marketing in particular. This study is devoted to the generalization and substantiation of the essence of modern innovative marketing tools for business development. Thus, the paper reveals the essence of the most common marketing tools on the Internet, namely SEO (search engine optimization), contextual advertising, email marketin

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Sagoyan, A. S. "INNOVATIVE MARKETING OF CUSTOMER LOYALTY." Beneficium, no. 4 (2024): 65–73. https://doi.org/10.34680/beneficium.2024.4(53).65-73.

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The relevance of the research topic is due to the high need for businesses to form the loyalty of their customers and maintain it using innovative methods and tools that are different from similar means of competitors, however, this process is more complex than many companies currently imple-ment in their marketing activities. The object of the study is the sphere of services and service provision to the population of Rostov-on-Don. The processes aimed at implementing modern loyalty programs and the formation of innovative solutions to strengthen customer loyalty with available marketing tools

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Kucher, Oleg, Oleksandra Hutsol, Liliya Prokopchuk, et al. "Application of Marketing Tools in the Bioeconomic Sector." Sustainability 17, no. 8 (2025): 3590. https://doi.org/10.3390/su17083590.

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This article presents a theoretical generalization and justification of conceptual provisions for the formation of a marketing mechanism for managing the development of the bioeconomy. Its main components and relationships to the management system are analyzed. The essence of the concepts of the “bioeconomy”, “marketing management”, and “marketing management mechanism” is revealed. It has been proven that the bioeconomy is considered the key basis of modern innovative directions for ensuring economic development. It is based on the widespread use of biotechnology and the application of biologi

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Bohatyryova, G. A., and V. V. Barabanova. "INNOVATIVE MARKETING TOOLS FOR THE PROMOTION OF A TOURIST PRODUCT." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 2 (77) (2022): 9–19. http://dx.doi.org/10.33274/2079-4819-2022-77-2-9-19.

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Objective. The objective of the article is to determine the marketing component of the tourist product, to reveal the role of innovative marketing tools for the promotion of the tourist product on the market; to consider goals, tasks and functions of the promotion process. Methods. Theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The research applies methods that provide its logical essence such as the method of a systemic approach, the dialectical me

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Гобела, В. В., and Т. Я. Іванишин. "INNOVATIVE MARKETING TOOLS FOR STARTUP DEVELOPMENT IN THE DIGITAL AGE." Цифрова економіка та економічна безпека, no. 1 (16) (January 27, 2025): 397–402. https://doi.org/10.32782/dees.16-60.

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The article defined and characterized innovative marketing tools necessary for the successful implementation of startups in modern conditions. The marketing process for a startup was structured, which involved dividing it into several stages, depending on which certain digital marketing tools were used. It was proven that the development and implementation of measures for the formation and implementation of a startup marketing complex requires the development and implementation of an effective digital marketing model, which is due to modern trends. An analysis of the dynamics of Internet users

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Yodgorova, Zarnigor. "APPLICATION OF MODERN MARKETING ON THE EXAMPLE OF THE RELEASE OF NEW PRODUCTS AT ENTERPRISES." International journal of advanced research in education, technology and management 2, no. 4 (2023): 308–16. https://doi.org/10.5281/zenodo.7813076.

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<em>The use of marketing tools at the stage of introducing a new product to the market is considered. It is shown that for the successful and effective implementation of a new product, it is necessary to use innovative marketing technologies in innovation management.</em>  

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Smyrnova, Tetiana. "Modern aspects of innovative marketing. Problems and prospects of using innovative marketing by business in Ukraine." Economics: time realities 6, no. 76 (2024): 96–106. https://doi.org/10.15276/etr.06.2024.10.

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The article discusses modern aspects of innovative marketing. The existing definitions of the term "innovative marketing" are analyzed, the author's definition is proposed, the essence and main goals are indicated. General aspects of innovative marketing are analyzed: application of new technologies, orientation to changes in consumer behavior, integration of digital platforms for product promotion, adaptation to changes in the competitive environment. A comparison of innovative marketing with traditional marketing is made, the advantages and disadvantages of innovative marketing are highlight

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Ungerman, Otakar, and Jaroslava Dědková. "Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises." Applied Sciences 9, no. 18 (2019): 3685. http://dx.doi.org/10.3390/app9183685.

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This paper discussed the marketing innovations associated with Industry 4.0 and the effects that these innovative approaches cause. The main aim of the research was to discover the relationship between marketing innovations and their effects. Knowledge of this relationship can be used for the strategic planning of industrial companies in practice. The research methodology consisted of pilot research followed by primary research in industrial enterprises. The data were evaluated by descriptive statistics, statistical hypothesis, and correlation analysis. Through the research, the authors identi

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ШАРКО, Віталій, Алла ТЕРНОВА, and Вікторія КРИВЕЩЕНКО. "ENTERPRISE INTERNET MARKETING: METHODS, TOOLS, DEVELOPMENT TASKS." Herald of Khmelnytskyi National University. Economic sciences 326, no. 1 (2024): 422–26. http://dx.doi.org/10.31891/2307-5740-2024-326-66.

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The impact of globalization processes on the competitive business environment requires a modern understanding and the use of new approaches to meet the needs of the modern consumer. For a long period of time, all business entities, in particular the agricultural sector, have taken various measures to promote their products and services. Effective promotion of the products of the agrarian sector enterprise is able to ensure their stable position on the market, financial stability and competitiveness in the modern business environment. However, today's realities have changed the form of promotio

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Tereshchenko, Ivan, Viktoriia Danylenko, Olena Maiboroda, and Tatyana Borovyk. "Innovative approaches to the development and increase of the efficiency of marketing in social networks." Marketing and Digital Technologies 6, no. 4 (2022): 38–46. http://dx.doi.org/10.15276/mdt.6.3.2022.4.

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The article considers the development novation trends of e-commerce and social media marketing, it analyzes the use of marketing tools, examines the implementation of novation trends in Internet marketing to promote the enterprise in social networks. Systematization of literature sources on the research topic showed that the use of Internet marketing tools to promote their products and services is very effective. These Internet marketing tools are considered: SEO-optimization; e-mailing; advertising on social networks; contextual advertising; video marketing; intuitive marketing; marketing 3.0

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Bohatyryova, G. A., and V. V. Barabanova. "TOURISM SERVICES MARKETING TOOLS." TRADE AND MARKET OF UKRAINE, no. 1 (51) 2022 (2022): 51–58. http://dx.doi.org/10.33274/2079-4762-2022-51-1-51-58.

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Objective. The objective of the present article is to study the possibilities of marketing tools in terms of digitalization of society and the market of tourist services in Ukraine; to identify opportunities for the implementation of digital marketing methods in the new economy. Methods. The theoretical and methodological basis of the study is the provisions of modern economic theory, management theory and scientific works of domestic and foreign scientists in the field of marketing tools for tourism services. The methods of comparison, abstraction, analysis and generalization, as well as tabu

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Olshanska, Yana. "Marketing tools as an element of innovative development and demand generation in conditions of uncertainty." Market Relations Development in Ukraine 119, no. 11(282) (2025): 39–48. https://doi.org/10.5281/zenodo.14824913.

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will help in innovative development and demand generation for companies under conditions of uncertainty.The aim of the research is to determine the essence, main advantages and features of the use ofmarketing tools in the context of innovative development, demand generation and uncertainty.Research methods. The article uses general research methods, as well as special economicmethods, methods of abstraction, induction, analysis and synthesis, grouping, classification, graphicaland tabular methods.Results of the investigation. It has been established that in the context of rapid changes in thee

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Syvolovska, Olena, Tetiana Neskuba, Olena Aleksandrova, and Olena Mkrtychyan. "Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex." SHS Web of Conferences 67 (2019): 04013. http://dx.doi.org/10.1051/shsconf/20196704013.

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The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techn

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Horiashchenko, Yulia. "Information Support of Marketing Statistics of Innovative Enterprises." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 5(38) (2020): 207–13. http://dx.doi.org/10.32515/2663-1636.2020.5(38).207-213.

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Ukraine continues to actively develop a civilized business environment, including by means of marketing promotion as a factor that determines the economic development and well-being of the country, support to small and medium-sized businesses through the implementation of marketing principles in economic activity, effective Standards of marketing research UAM 91.12.0-2108654-001-2002 in order to promote fair competition. In combination with the global trend of network society development – Internet – marketing, digital marketing and marketing statistics are nowadays becoming a special source o

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Krasyuk, Irina, Marina Yanenko, and Elmira Nazarova. "Conceptual and strategic framework for the digitalization of modern retail as part of innovative marketing." E3S Web of Conferences 164 (2020): 09006. http://dx.doi.org/10.1051/e3sconf/202016409006.

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Change of a market situation causes necessity of innovative development of economy that causes necessity in research of methodical bases of formation of innovative activity. In work the questions causing necessity of application of digital technologies in economy are considered. The object of research is digital system of retail. The research is based on application of descriptive-analytical, comparative and other methods necessary for carrying out research in the chosen sphere. The work systematizes the main approaches in the development of the theory of innovation, identified a logical relat

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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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Ključnikov, Aleksandr, Mehmet Civelek, and Soňa Chovanová-Supeková. "The innovative posture of SMEs depending on the usage of marketing tools." Serbian Journal of Management 17, no. 1 (2022): 73–84. http://dx.doi.org/10.5937/sjm17-32902.

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Although SMEs have quick adaptions to new trends, most of them suffer from having lack of financial and human resources. This fact has made those businesses disadvantaged in the usage of traditional marketing tools compared to their larger rivals. Information and communication technologies and the developments in technology-based platforms have also provided less costly but more innovative marketing options for SMEs to compete with their larger counterparts. In this regard, this research purposes of examining the impacts of the usage of traditional and technology-enabled marketing tools by SME

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Панов, В. А. "Innovative Marketing Methods in Grocery Retail." Экономика и предпринимательство, no. 10(147) (February 21, 2023): 1423–27. http://dx.doi.org/10.34925/eip.2022.147.10.285.

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Развитие технологий и появление новых инструментов сегодня непрерывно. Комбинация маркетинговых инструментов по большей части относится к тактике, но они очень важны и для формирования стратегии маркетинга и обеспечения нужной позиции компании на рынке. В неопределенных условиях новой реальности бизнес-структуры стараются минимизировать свои риски и усилить конкурентные преимущества, организуя свою деятельность в тесной взаимосвязи друг с другом, создавая бизнессообщества, ассоциации производителей продукции и поставщиков услуг. Последние могут формироваться по принципу общей деятельности, нап

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Shova, Natalia A. "DIGITAL SOLUTIONS BASED ON INNOVATIVE TECHNOLOGIES IN THE SYSTEM OF PROMOTION OF SOCIAL AND ETHICAL MARKETING." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 4/2, no. 136 (2023): 101–5. http://dx.doi.org/10.36871/ek.up.p.r.2023.04.02.014.

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Social and ethical marketing is a concept, during the implementation of which the company’s complex activities are aimed at improving the marketing policy and the system of promotion of goods and services, taking in to account the tools of innovation marketing aimed at developing the brand of goods and services. In the general complex of socio-ethical marketing, an important place is occupied by tools – interrelated blocks of principles, functions, methods that form the modern policy of socio-ethical marketing, which has gained trust and recognition with the introduction of digital innovative

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Bodnaruk, Oksana. "FEATURES OF FORMATION OF INNOVATIVE TOOLS OF MODERN MARKETING IN THE CONDITIONS OF TRANSFORMATION OF DIGITAL ECONOMY." Problems of Innovation and Investment Development, no. 27 (December 21, 2021): 13–22. http://dx.doi.org/10.33813/2224-1213.27.2021.2.

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The purpose of the article – is to identify and analyze the current trends of innovative marketing communication technologies and their impact on the business and potential consumer in the context of digital transformation. The research methodology of the study is the application of methods of analysis, synthesis, comparison, generalization, prediction, as well as the use of a systemic approach. The scientific novelty is due to the fact that the article considers modern trends in the development of innovative marketing, as well as the formation of marketing communications in a digital environm

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Ketova, Natalya, and Victor Ovchinnikov. "STRATEGIC MANAGEMENT OF INNOVATIVE CHANGES IN THE RUSSIAN ECONOMY: ASSESSMENTS AND MAIN APPROACHES." Revista Gestão & Tecnologia 24, no. 2 (2024): 258–69. https://doi.org/10.20397/2177-6652/2024.v24i2.2763.

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The article presents the results of research into the processes of managing innovative changes in the Russian economy. It demonstrates the main trends that have developed in the management of modern companies and the factors and conditions for their implementation within the framework of organizational, marketing, and digital support. The authors conclude that this kind of support plays a major role in achieving high results in managing innovative changes. It serves as a growth point in the efficiency of companies, stimulating innovative changes in their organization and forming their high inv

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Romanovska,, O. Mokhamed El Makhdi, and Mokhamed El Makhdi. "TYPES OF INNOVATIONS IN THE HIGHER EDUCATION SPHERE." Economics and Management, no. 3 (2022) (October 21, 2022): 99–111. http://dx.doi.org/10.36919/2312-7812.3.2022.99.

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Innovative information technologies, information and innovation management, as well as innovative marketing are widely used in the management of innovation in education and uniting in the group of means and tools for innovation management in education They can take place in almost all types of the innovations in the education system, which can lead to innovative changes to achieve new quantitative and qualitative parameters of education. They can take place in almost all types of the innovations in the education system, which can lead to innovative changes to achieve new quantitative and quali

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Tsaturian, Roman, Denis Bedov, and Ruslana Zhovnovach. "Innovative Marketing Tools for Promoting Industrial Products on the Internet." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 9(42) (2023): 186–96. http://dx.doi.org/10.32515/2663-1636.2023.9(42).186-196.

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The article is devoted to the study of features of promotion of industrial products in the network. The publication is aimed at studying the peculiarities of using innovative digital marketing tools in the process of transforming the relationship between the brand of industrial products and the consumer. The characteristic features of using actual client-oriented means of promoting products on the Internet are investigated and generalized: non-standard advertising media; online exhibitions, online auctions; web conferencing; systems of interaction with sellers; methods of website promotion in

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Dronova, Tetiana, and Yuliia Horiashchenko. "Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies)." VUZF Review 7, no. 2 (2022): 143–51. http://dx.doi.org/10.38188/2534-9228.22.2.15.

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The article presents a critical analysis of the bank’s marketing means of communication with consumers in the conditions of economic and classical war. In particular, the tools of interactive marketing, marketing tasks to increase loyalty to the brand and its products, raising audience awareness, the use of innovative Internet acquiring systems are analyzed. The differences between the uses of marketing tools by financial institutions from purely economic ones are given. The challenges of the war for the financial sector of Ukraine as a whole are assessed. The marketing activity of the leading

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SHPILEVA, Vira, Nataliya POLYOVA, and Viktor SHPYLOVYI. "IMPLEMENTATION OF THE MARKETING TOOLKIT OF STRATEGIC MANAGEMENT OF INNOVATIONS IN THE PROCESS OF ENSURING THE EFFICIENCY OF THE MACHINE-BUILDING ENTERPRISE’S FOREIGN ECONOMIC ACTIVITY." Herald of Khmelnytskyi National University. Economic sciences 316, no. 2 (2023): 54–58. http://dx.doi.org/10.31891/2307-5740-2023-316-2-8.

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The article emphasizes the importance of strategic innovation management in the process of ensuring the effectiveness of the enterprise’s foreign economic activity. The necessity of implementing marketing tools and its role in the strategic management of innovative and foreign economic processes of the enterprise is highlighted. The obtained results of the analysis of the latest research and publications allowed us to conclude that modern trends have led to changes in scientific interests regarding the study of priority areas of enterprise activity and prerequisites that determine the success

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ZAITSEVA, O., and А. FURSOV. "THE USE OF IMPRESSION-MARKETING TOOLS IN INDUSTRY OF HOSPITALITY." Herald of Khmelnytskyi National University. Economic sciences 270, no. 3 (2019): 86–90. https://doi.org/10.31891/2307-5740-2019-270-3-90-94.

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In the article essence of economy of the impressions is considered as a new type of economy, related to the emotional constituent of people life. An objective necessity and expediency of application of conception of economy of the impressions are well-proven for industries of hospitality and necessity of modification of models of conduct of hotel business on the basis of application of technologies of marketing of the impressions. Essence and value of marketing of the impressions are exposed as an innovative of communication instrument of creation of emotional connection between a hotel produc

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Belomestnova, Margarita Evgen’evna, and Valentin Ivanovich Sharikov. "Innovative approaches to the promotion of hotel services." Gostinichnoe delo (Hotel Business), no. 2 (February 14, 2022): 90–104. http://dx.doi.org/10.33920/igt-2-2202-01.

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Modern approaches to the promotion of hotel services are considered. The article describes the complex of marketing communications using digital technologies and digital tools for promoting hotel services. The features of the use of digital marketing tools for hotel enterprises are analyzed. A number of trends in the development of the tourism and hospitality market in the post-pandemic period are investigated and their influence on the choice of channels for promoting hotel services, on the formation of new methods and means of promotion in the hotel business is shown.

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Kovshova, Iryna, and Yuliia Babych. "Strategic directions of development of innovative marketing in the market of high technologies." INNOVATIVE ECONOMY, no. 1-2 (2021): 120–25. http://dx.doi.org/10.37332/2309-1533.2021.1-2.17.

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Purpose. The aim of the article is defining strategic directions for the development of innovative marketing in the high-tech market in order to increase sales of goods or services, increase the efficiency of enterprises and analyse potential markets. Methodology of research. The following methods were used in the research process: abstract and logical - to formulate the concepts of innovative marketing, high technologies and strategies of innovative marketing; analysis and synthesis - to identify certain parts of the innovative marketing strategy and their proper application in the high techn

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Budnikevych, I. M., I. H. Cherdantseva, and I. A. Krupenna. "INNOVATIVE TOOLS OF MARKETING RESEARCH IN MARKETING COMMODITY AND COMMUNICATION POLICY OF TRADE ESTABLISHMENTS." Economics and Law, no. 2 (August 25, 2020): 66–76. http://dx.doi.org/10.15407/econlaw.2020.02.066.

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Heinrichs, John H., Jeen-Su Lim, and Lonnie J. Hudspeth. "Teaching Strategic Marketing Models with Web-Based Business Intelligence Tools: Innovative Guided Marketing Analysis." Journal of Marketing Education 24, no. 2 (2002): 135–42. http://dx.doi.org/10.1177/027753024002006.

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