Golubovska O. Marketing maintenance of innovative activity of machine-building enterprises

Object of research is the processes of marketing provision of innovative activity of industrial enterprises. The subject of research is theoretical, methodological and practical aspects of marketing provision of innovative activity of machine-building enterprises. Dissertation work is devoted to development and justification of theoretical and methodical provisions relating to marketing provision of innovative activity of the enterprises. The research was carried out through the use of techniques such as: systems analysis, comparisons, groupings, relative and average values, graphic, economic and statistical analysis, sampling, surveys, expert evaluation, matrix, economic-mathematical modeling, logic synthesis results. The system of marketing provision of innovative activity of enterprises is proposed, it implementation is based on the matrix of scenarios of management decisions. The method of structuring research marketing maintenance of innovative activity of enterprises is improved. Motivational approach to the implementation of internal marketing is formulated, implementation of which is for the use of the balanced scorecard of the marketing Department. Marketing process of forming partnerships in the innovation activity of enterprises and banks on the basis of an agreed acceptance of marketing decisions is improved. The theoretically justified conceptual and categorical framework of marketing provision of innovative activity of machine-building enterprises are improved. Scientific research results were used in activity of machine-building enterprises, namely: PJSC "Plant "Temp", SE "Novator", JSC "Europa plus exports", state enterprise "Shepetovsky repair plant"), JSC "Advsys". Separate the methodological designs were used in the work of JSC "OTP Bank", the Ukrainian Association of marketing and of the Main statistical office in Khmelnitsky region.