The analyses of marketing strategies for innovations
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Date
2014
Authors
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Journal ISSN
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Publisher
Lviv Polytechnic National University
Abstract
Nowadays, innovations are necessary conditions for enterprise sustainable development. Moreover marketing strategy is the crucial element of ensures diffusion of innovation. The purpose of marketing strategy is to conduct market analyze, segment the market, develop marketing approach, right product portfolio and finally marketing plan. This article highlights the comprehensive role of marketing
strategies for innovations. The results show, that marketing analyze for marketing strategy enables enterprises to go beyond the solely understanding of customer needs, thus enabling them to develop unexpected innovations. Marketing strategies also help companies to overcome barriers, associated
with innovation commercialization. At the same time innovations can be a trigger for new marketing methods and instruments.
Description
Keywords
innovations, marketing strategy
Citation
Kharchuk V. The analyses of marketing strategies for innovations / V. Kharchuk, I. Kendzor, N. Petryshyn // Econtechmod : an international quarterly journal on economics in technology, new technologies and modelling processes. – Lublin ; Rzeszow, 2014. – Volum 3, number 1. – P. 49–54. – Bibliography: 26 titles.