dc.description.abstract |
In the article, the authors justify the importance of the role of marketing innovations in
product policy of enterprises and their impact on business development in the modern
dynamic market environment. The work is based on relevant scientific research and
publications, analyzes the latest trends and approaches in the field of marketing. The
theoretical and practical aspects of using marketing innovations in product policy of
enterprises have been studied, and their impact on competitiveness and profitability of
companies has been identified. The scientific novelty of the research lies in substantiating
the theoretical and practical aspects of effective marketing innovations and their role in
the product policy of enterprises. The authors propose the implementation of marketing
innovations in the practice of enterprise work, including the use of new advertising and
product promotion methods, the creation of exclusive products, the use of innovative
technologies in production, and so on. The research was conducted based on the analysis
of scientific sources and empirical data in order to identify and describe various types of
marketing innovations, their features, and relationships with the product policy strategy of
the enterprise. The authors conclude that marketing innovations are a key factor in business
development in the conditions of an unstable market environment and changing consumer
needs. Their implementation will allow enterprises to ensure sustainable competitive
development and positioning in the market. The conducted research can serve as a basis
for forming new theories and concepts in the field of marketing, increasing the level of
knowledge and qualifications of specialists, considering modern approaches to marketing,
including the development of new products, their promotion in the market, ensuring the
quality of goods and services, creating and developing brands, in order to increase the
competitiveness of enterprises. |
uk_UA |