IMPROVING THE COMPANY’S COMPETITIVENESS THROUGH INNOVATIVE MARKETING

Abstract

In modern economic conditions, the competitive potential of an enterprise largely depends on innovation. The priority area for the development of modern Russian enterprises is the active use of the marketing approach in the process of organizing their activities. Innovative marketing is an effective and powerful tool for the development of modern management. The purpose of this study is to develop recommendations to improve the competitiveness of the enterprise through the introduction of innovative marketing techniques. Method or methodology of the work: during research used the system method, General scientific methods, empirical observation, as well as economic and statistical analysis. Results: in this study, the essence and features of the organization of innovative marketing activities are examined in detail, specific innovative marketing techniques aimed at increasing the competitiveness of an enterprise engaged in the installation of plastic windows are proposed. Scope of the results: the results of the study will help the enterprise management to increase the competitiveness of the organization through the introduction of innovative marketing tools.

Keywords

• маркетинг
• инновации
• инновационный маркетинг
• конкурентоспособность
• предприятие