METHODS AND TOOLS OF INNOVATIVE MARKETING IN BUSINESS MANAGEMENT

Abstract

The purpose of the article is to substantiate the content and systematize the methods and tools
of innovative marketing for its applied use in business management.
The scientific novelty is the further development of theoretical and methodological provisions
regarding the methods and tools of innovative marketing, which, unlike others, is defined as a
purposeful human activity based on research and development aimed at clarifying and/or forming
consumer demand, which is satisfied thanks to the use of consumer market processes of purchase and
sale based on the applied use in the integral unity of economic, administrative and sociopsychological methods of influence.
Conclusions. The dialectical unity of innovation and marketing in the market process consists
in the fact that the marketing system as a complete unity requires effective innovative provision of all
its components - market research, production and economic activity, pricing, distribution, marketing
communication. Market research involves the use of modern information technologies, the search
systems of which ensure the formation of target audiences for conducting targeting and interactive
marketing with them. At the same time, the further development of the digitalization of the entire
marketing complex becomes an objective basis for the implementation of extended reproduction by
economic entities.
Innovative marketing methods and tools are constantly being improved, because digital media
channels are constantly being differentiated and new technical, technological, mobile, and software
products are emerging. These processes are generated by consumers, whose number, ability to pay,
and consumption traditions form the capacity of the market. Its fulfillment and satisfaction of consumer demand involves further research on the scientific justification of a balanced combination
of economic, administrative and socio-psychological methods of innovative marketing.