Sydych O. Marketing Management of Innovative Activity of Enterprises

The Object: interrelations and relationships in the process of marketing management of innovative activity at Donetsk enterprises of industry and trade. Purpose: working out of scientifically grounded methodical and practical recommendations on formation of effective mechanism of marketing management of innovative activity of enterprises. Methods: complex and system approaches, imitational modeling, method of composition, method of expert evaluations, methods of questionnaires and observations, correlation regressing analysis. Proposed: matrix “risk/innovative activ-ity” for defining the risk of enterprise position and methodic of evaluation of scien-tific-technical possibilities of enterprise, qualities of choice of innovative attractive target markets, effectiveness of management of product life cycle, level of productive and marketing risks of innovative activity of an enterprise, effectiveness of innovative activity of an enterprise, forming the bag of management strategies of innovative activity of enterprise, mathematical model of prediction of efficiency of marketing management of innovative activity of enterprises. The sphere of use of enterprises of industry and trade.