The Repository of VTEI
id: 27580
Title: Tools for marketing management of the innovation and investment activity
Authors: Polishchuk I., Dovhan Yu., Hromova O., Dovhan L., Hnydiuk I.
Keywords: marketing management tools, innovation and investment activity, enterprise, desirability function.
Date of publication: 2022-05-19 09:59:19
Last changes: 2022-05-19 09:59:19
Year of publication: 2022
Summary: The object of research is the processes of management of innovation and investment activity of enterprises with the use of marketing management tools. Theoretical provisions and conceptual-and-categorical apparatus of the research of marketing management tools for managing innovation and investment activity of enterprises are generalized. It is established that innovation and investment activity of the enterprise can be defined as the processes on the direction and regulation of relations aimed at creating and implementing innovations and investments into the objects of business and other types of activities in order to make a profit or get some other effects. Marketing management tools for managing the innovation and investment activity of enterprises include marketing research and marketing information system, while marketing tools for the implementation of management include marketing product, price, distribution and communication policies of the enterprise. Possible levels of marketing management of innovation and investment activity of enterprises based on marketing approaches and the use of marketing management tools are identified due to the application of Harrington’s desirability function.
URI: http://ir.vtei.edu.ua/card.php?id=27580
Publication type: Стаття Web of Science
Publication: Financial and credit activity: problems of theory and practice. 2022. Vol. 2 (43). P. 228–237. DOI: https://doi.org/10.55643/fcaptp.2.43.2022.3654.
In the collections: Статті/ Видання інших установ/
Published by: Адміністратор
File : 27580.pdf Size : 433032 byte Format : Adobe PDF Access : For all

Enlarge