MARKETING OF INNOVATION IN THE SYSTEM OF STRATEGIC DEVELOPMENT OF INDUSTRIAL ENTERPRISE
Abstract
In today's market economy, enterprises operate in a dynamic environment of constant change, driven by increased global competition, rapid digitalization of business processes, transformation of consumer behavior, and the influence of technological innovations. In such conditions, traditional approaches to marketing no longer provide the necessary competitiveness. The implementation of innovative marketing is of particular importance, as it allows enterprises not only to respond quickly to changes in the external environment, but also to actively create new market opportunities, increase the effectiveness of communications with the target audience, optimize marketing costs and strengthen their competitive positions in the market. Innovative marketing involves the integrated use of modern digital technologies, creative promotion tools and consumer behavior data to create unique value propositions. It includes the implementation of artificial intelligence, marketing process automation, communication personalization, development of omnichannel strategies and the use of Big Data analytics to make informed management decisions. The topic of innovative marketing is particularly relevant for companies operating in the medical equipment sector. This sector is characterized by high technological content of products, rapid scientific and technological progress, strict regulatory requirements, a high level of responsibility for product quality and safety, as well as a complex structure of consumers (medical institutions, doctors, distributors, state procurement organizations). Effective implementation of innovations in the marketing activities of medical equipment enterprises allows to shorten the sales cycle of complex equipment, increase customer loyalty, optimize the marketing budget and ensure sustainable competitive leadership in domestic and international markets. That is why the study of mechanisms, tools and features of innovative marketing in this field is extremely relevant and has important theoretical and practical significance.
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