Panzhar A. Marketing of innovation activity in development of an enterprise

Object of research: processes of innovation activity on enterprises of machine-building complex. Purpose of research: development of methods and models and methodic recommendation concerning enterprises' innovation activity management mechanisms. Methods of research: methods of technical and economic analysis, mathematical modeling of economic processes and theory of management decision-making. Results: methods of marketing analysis of enterprises' innovation activity management are developed; method of analysis of actual customers deriving four properties of their attraction is developed; method of estimation of innovation activity fitness to market conjunture using relative indexes is developed; methods for decision preparation and decision making in innovation activity under conditions of information management system are suggested; main directions of marketing strategy in enterprise development. Novelty: main directions of marketing strategy in enterprise development; methods of marketing analysisof enterprises' innovation activity management are developed; method of estimation of innovation activity fitness to market conjunture; method of analysis of actual customers; marketing model of innovation activity management; methods for decision preparation and decision making in innovation activity. Field of use: interindustrial.