Karpishchenko M. Management of promotion’s strategy of innovative production (on an example of chemical manufacture)

The object: processes of promotion of commodity innovations of chemical manufacture. The purpose: development and scientific substantiation of theoretic-methodical bases of management of strategy of the innovative goods’ promotion on the market, and also rational distribution of communication tools of a complex of promotion according to the chosen strategy. Methods of research: comparative, system, mathematical and statistical analyses, logic generalization, graphic and economic-mathematical modeling, method of expert estimations. Novelty: for the first time the methodical approach to stage-by-stage iterative management of a choice of strategy of the innovative goods’ promotion is developed; for the first time the scientifically-methodical approach to optimum distribution of the expenses’ budget to communication tools is developed. A subject, a level of integration: theoretical, methodical and practical bases of management of strategy of the innovative goods’ promotion of the industrial enterprises. Recommendations are introduced. Sphere (sector) economy and enterprises’ management.