Melnychuk O. Marketing-мanagement in planning and implementing the portfolio of innovations of machine-building enterprise.

TThe dissertation is devoted to the development of the theory and practice of management of the machine-building enterprises innovative activity by combination of methodical approaches of the portfolio planning and marketing management. The methodical approaches are formed to the planning of portfolio of innovations of machine-building enterprise on the basis of marketing management and it is determined the adequate methodical tool to this task. The complex of models is developed for the selection of innovative projects taking into account their accordance of degree of maturity of enterprise and market. For the increase of level of such accordance it is suggested to strengthen the marketing constituent of management innovative activity by the use of technology of CRM. It is developed scientifically methodical approaches to its introduction on an enterprise, which are based on the results of previous evaluation of level of corporate culture, organization of work with clients, its informative analitical providing and experience of project management and detailed specification of procedural technological moments of work on it taking into account the specific of machine-building enterprise.