Dovhan Y. Marketing Tools for Managing Innovation and Investment Activity of Oil and Fat Enterprises in the Food Industry.

The thesis is devoted to substantiation of theoretical and methodical bases and development of practical recommendations on the application of marketing tools for managing innovation and investment activity of oil and fat enterprises in the food industry of Ukraine. Genesis of the concept of marketing management of the enterprise and its innovation and investment activity is examined. It is found that marketing acts as a tool and at the same time as a conceptual basis for marketing management of the enterprise, philosophy of the enterprise and factor of its innovative development, which is practically realized due to the development of a holistic marketing-oriented management system with the widespread use of marketing tools. Marketing management of innovation and investment activity of the enterprise is considered as management that is based on the principles and approaches of marketing and comprehensive application of marketing tools. Gnosiological analysis of the essential substantive features of the concept of “innovation and investment activity of the enterprise” is carried out, theoretical provisions and conceptual-and-categorical apparatus of the research of marketing tools for managing innovation and investment activity of enterprises are generalized. Innovation and investment activity of the enterprise is identified as an object of marketing management at the macro- and micro-levels. Marketing environment of oil and fat enterprises in the food industry of Ukraine is studied. Features and applied scientific principles of the marketing tool application for managing innovation and investment activity of oil and fat enterprises in the food industry are analyzed. It is proved that a marketing information system of the enterprise is a key element that unites marketing tools and ensures their rational application in the process of marketing management. It is established that the priorities of marketing management of innovation and investment activity of the enterprise involve interpretation of consumer demands, feedforward and feedback of innovations and related investments with the opportunities, needs and values of consumers, demand development, innovation diffusion and long-term orientation through the use of marketing management tools. A methodical approach to assessing the impact of marketing tools on the innovation and investment activity of oil and fat enterprises in the food industry is developed. Methodical approaches to the use of resources and application of marketing technologies in managing innovation and investment activity of enterprises are proposed. Proposals for the use of motivational marketing tools in managing innovation and investment activity of oil and fat enterprises in the food industry are substantiated and submitted. Recommendations on the improvement of the marketing support system for the mechanism of managing innovation and investment activity of enterprises are substantiated and formed.