FEATURES OF CLASSIFICATION OF MARKETING INNOVATIONS

Abstract

The analysis of the approaches to systematization of marketing innovations is performed. The authors' classification of marketing innovations in the system of components of the complex of innovative marketing of industrial enterprises in accordance with the concept of «5P» is presented. The essence and role of the allocated innovations is specified, the analysis of their strengths and weaknesses is made, the recommendations on their application are offered by the authors. The practical application of the results and will increase the efficiency of innovation and marketing activities of industrial enterprises in the domestic and foreign markets, will help to intensify the processes of their transition to an innovative way of the development in accordance with the concept of innovation advancement.