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Title: Innovations Marketing System at Enterprises
Authors: Sabirova, Diana Tagirovna
Kovalenko, Natalya Aleksandrovna
Davletgareev, Nail Rynadovich
Izvekova, Karina
Keywords: innovations; marketing; innovations introduction stages; innovations marketing system; marketing mix; marketing communications complex; инновации; маркетинг; маркетинговые системы; предприятия
Issue Date: 2017
Publisher: Future Academy
Citation: Innovations Marketing System at Enterprises / D. T. Sabirova [et al.] // The European Proceedings of Social & Behavioural Sciences (EpSBS). — 2017. — Vol. 26 : Responsible Research and Innovation (RRI 2016) : International Conference, 07-10 November 2016, Tomsk, Russian Federation : [proceedings]. — [P. 481-488].
Abstract: The demand for innovations at the enterprises of different industries grows every year. Innovative enterprises exist due to the unique products. The relevance of marketing activities while working with the innovation leaves no doubt. In this paper, we consider the marketing mix in introducing a new product to market. The innovations marketing system is developed on the basis of various Russian and foreign methods of innovative products introduction. A complex of marketing communications was thoroughly revealed by the example of the Russian company. The results of the research are methodological and practical marketing recommendations for company representatives. We used the methods of an experimental and theoretical level: synthesis, analysis and hypothesis. Information for the creation of marketing innovations complex was synthesized. The analysis of the company current situation and a list of new strategies on pricing and the introduction of new products were proposed. Profiles of potential consumers were compiled hypothetically.
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