Onyskiv V. The marketing providing of innovative product for brewing enterprises

Object – marketing support of innovative processes of breweries. Purpose - deepening and expansion of the theoretical and practical basis of marketing software of innovative products for Ukrainian enterprises of brewing industry. Methods - historical, systematic, comparison, abstraction, analysis, synthesis, modeling. Results - scientific foundation of theoretical and practical principles of marketing support of innovative product for breweries, formation of conclusions and practical recommendations for improving the efficiency of breweries activity. Novelty - the theoretical and methodological basis for marketing software of output and promotion of innovative product on the domestic market of alcohol have been developed; the definition of "marketing software" and the concept of "innovation activity of the company" have been clarified; methodological approaches to promotion of a new brand of products (goods) of Ukrainian breweries to the market through the use of a mixed model of promotion have been developed; scientific and methodological approaches to the assessment of the competitiveness of innovative product on the basis of ballroom parametric estimates have been proposed; the system of components of parametric estimation of introduction of marketing commodity and innovative concept of domestic breweries by expanding of the main indicators of effectiveness and forming effects from it’s implementation have been developed. Introduced in the activities of the department of the analysis of regional programs and budget of Ternopil Regional Council, "Mykulynetska Brewery" LTD, "Brewery" Opillya" LTD, "ANT" LTD and in the educational process of the Ternopil National Economic University and Ternopil National Technical University named by I. Pulyuya. Scope of Application - activities of the Ministry of Agrarian Policy and Food of Ukraine and the Chamber of Commerce and Industry of Ukraine.Industry - economics.