Approaches to forming an effective marketing process in innovation-oriented enterprises

Abstract

Forming an effective marketing process in innovation-oriented enterprises is necessary for adapting to market changes, promoting innovative products, increasing competitiveness, optimizing resources, and strengthening customer loyalty, which ensures sustainable development, profitability, and leadership positions of the enterprise in the industry. The article aims to develop scientifically based approaches to the formation and improvement of the marketing process for innovation-oriented enterprises. To achieve this goal, the stages of the formation of the marketing process for innovation-oriented enterprises were developed, as well as measures for the research and implementation of each stage were worked out in detail. The article proposes a scheme for the marketing strategy development process, which is formed through the integration of the traditional marketing mix complex and additional components, such as "People," "Processes," and "Physical Evidence," which provide a positive customer experience and increase trust in innovations. Personalized communications and effective methods of demand forecasting, product portfolio planning, and marketing strategy development, taking into account their characteristics, are identified. A comparative analysis of the main models, their features, advantages, and disadvantages was conducted, and the specifics of innovative enterprises were determined. It was concluded that the marketing process in innovation-oriented enterprises has specific features due to the emphasis on developing unique products, technological innovations, and rapid response to changing market conditions. It is based on studying consumer needs, forecasting trends, and using innovative marketing tools, including digital technologies, for effective interaction with target audiences. Such enterprises are characterized by the active use of non-standard approaches, such as crowdsourcing, open innovations and partnerships, which allow optimizing costs and accelerating the entry of products into the market. A key component is the focus on long-term relationships with customers through the creation of added value, personalized services, and loyalty programs, which contribute to the retention of consumers and the formation of their trust.