STRATEGIC MARKETING AS A DIRECTION TO IMPROVE THE EFFICIENCY OF MANAGEMENT OF INNOVATIVE ENTERPRISE ACTIVITIES UNDER CONDITIONS OF FINANCIAL AND ECONOMIC, ENVIRONMENTAL AND SOCIAL RISKS
Main Article Content
Abstract
The article summarizes the strategic marketing as a direction to improve the efficiency of management of
innovative enterprise activities under conditions of financial and economic, environmental and social risks. The
scheme of strategic marketing application as a direction of increasing the efficiency of management of innovative
enterprise activity has been presented. Systematized basic principles of strategic marketing system for an
innovative enterprise: accounting requirements, state and dynamics of demand, market trends and conditions in
the process of making economic decisions; creating conditions for maximum adaptation of production to the
market, structure and nature of demand; active influence the market and the buyer through a wide set of measures.
An analysis of the main competitive characteristics of the innovative enterprise is given and it is concluded that
it is necessary to form a strategy of euro-marketing for innovative enterprise in the context of economic,
environmental and social risks. A normative profile of the level of customer satisfaction with the products of
innovative enterprises is formed.
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