Stavska S. Marketing support of innovation in resource saving industry

This Dissertation is dedicated to improving scientific and methodological positions and developing practical recommendations for marketing support of innovations in the resource saving industry. The economic substance of innovation was disclosed, approaches to classification of innovation were highlighted, and marketing aspects of innovation implementation in the context of sustainable development were elaborated. A comprehensive approach to the marketing of an innovative project of the company, which involves passing a series of procedures on the stages of strategic planning, innovation strategy and operational marketing, was proposed. The main marketing tasks according to the stage of the life cycle of market perception of innovation were formed. Retrospective analysis of the dynamics of the market innovative resource saving technologies was done. The elements of forecasting market development of innovative resource saving systems of Ukraine were applied based on the study of features of each stage of life cycle of industry market. A scientific and methodical approach to decision-making on the implementation of innovative resource saving technologies based on a survey of experts, which includes reconciling the interests of producers and consumers, was applied. Marketing activities for the implementation of innovative resource saving technology enterprises sector were structured.