THE DEVELOPMENT AND IMPLEMENTATION OF INNOVATIVE MARKETING AS A WAY IMPROVE THE COMPETITIVENESS OF THE COMPANY

Abstract

The article analyzes the ways of formation of innovative marketing tools with the aim of increasing the competitiveness of the company. The directions for improvement of lateral marketing as methodology of development and implementation of marketing approaches in the activities of the company to improve its efficiency in the formation of a competitive market environment in the production and sale of goods in modern conditions of managing.

Keywords

• инновационный маркетинг
• конкурентоспособность
• маркетинговые инструменты
• латеральный маркетинг
• рентабельность
• концептуальный подход в маркетинге
• innovative marketing
• competitiveness
• marketing
• lateral marketing
• profitability
• conceptual approach in marketing