Research object: the process of marketing innovation policy support heading of industrial enterprises of Ukraine; the purpose of the work: To further develop the theoretical and practical provisions for the formation of commodity marketing support innovation policy and the development of practical recommendations for improvement in the industry; research methods and instruments: monographic analysis, system analysis, logic synthesis techniques and synthesis, matrix metodm and the method of expert estimates, the method of taxonomy, cluster analysis, multivariate factor analysis, a graphical method; theoretical and practical results: methodical provision for the formation of commodity marketing support innovation policy, unlike the existing ones, based on the concept of integrated marketing account for determining the level of innovation development and the impact of factors external and internal environment that allows you to create a strategy for product innovation, methodical approach to determine the possibility of implementing innovative marketing support commodity policy feature of which is to identify factors of influence on the formation of commodity marketing support innovation policy and assessment of innovation activity, innovation potential and the marketing mix that can increase the validity of administrative decisions, organizational support of loyal consumer perceptions of innovative products companies that, unlike the existing Wood, together in a coherent marketing mix modern methods of marketing research and evaluation of innovative activity of enterprises. The proposed approach reduces the cycle of consumer perceptions of product innovation, process development and implementation of brand-site for highly-specialized machine-building enterprises, which differs from the existing information system formation and release of specialized marketing departments, which allows to accelerate the commercialization of product innovation, the definition of commercial innovation policy, which, unlike existing ones, understood as a set of methods and tools aimed at implementing strategic and tactical zahovid at balancing trade with the portfolio companies target the needs of consumers; subject and degree of introduction: design implemented in practice by "Altron" LLC "ingredient-Ukraine", sphere of the use: commodity marketing support innovative policy of industrial enterprises.
