Orlov V. Innovation management in marketing product policy of the enterprise

The Object: process of management by the innovations in the marketing commodity policy of enterprises (IMCPE). Purpose: generalization of theoretical positions in relation to the management by the innovations at IMCPE. Methods: systems, situatioonal analysis, complex and computer-integrated approach formalization; comparison, grouping, graphic, tabular, cluster analysis, method of expert estimations, matrix, pair comparison, cross-correlation analysis. It is offered: conception of management by the innovations in a marketing commodity policy; computer-integrated control system by the innovations at IMCPE; scientifically-methodical approaches in relation to: estimations of efficiency of management by the innovations in marketing innovative commodity potential of enterprise (MICPE); determination of strategic position of enterprise; determination of level of innovative commodity force of enterprise; scientifically-methodological approach to the process of estimation of the state of MICPE; concept-category vehicle; model of estimation of level of threat of innovative commodities risks for an enterprise; model of estimation of force of influencing of innovative commodity climate on an enterprise.Sphere of the use: trade enterprises.