Bozhkova V. Strategic marketing communications planning of innovative products of industrial enterprises

Object of research: strategic planning of marketing communications of innovative products in the industry. Aim: theoretical and methodological principles of strategic marketing communications innovation of domestic industry. Methods and apparatus: a comparative, statistical, abstract and logical, systemic-structural, economic-mathematical analysis, simulation. Theoretical and practical results: theoretical, methodological, methodical and practical proposals, that enhance the efficiency of innovation activities of industrial enterprises by optimizing the strategic planning of marketing communications. Novelty: developed theoretical and methodological principles of strategic marketing communications industry of innovative products, which are based on a totality of general provisions of a modern market theory and specific tools of communication and innovation activity, based in turn on determining on the strategic level of complex integrated marketing communications based on the projected value of synergistic effect of their application, taking into account current trends redistribution communication ATL-, BTL-and TTL-events and impacts on them; developed and scientifically sound conceptual approaches to strategic planning of marketing communications of innovative products industry, that based on integrated use of strategic analysis tools, augmented planning and determination of strategic decisions for development, production and promotion of innovative products on the market on the basis of equivalence of marketing strategy with other's business strategies and taking into account the peculiarities of marketing communications substrategy, which is the only connecting link with the audience, which coordinates the interests of the company, integrates its business strategies and efficiency of its functional strategies, can quickly respond to "signals" of the environment; proposed and reasonably methodical approach to building economic-mathematical optimization model of selection the components and structure of integrated marketing communications tools to promote innovation in the market of industrial products subject to the limitations of external and internal environment of the enterprise; proposed methodological approach to specification marketing strategies in terms of their innovation and communication substrategies. Degree of implementation: the main theoretical, methodological, methodical provision and research and practical results of the strategic planning of marketing communications industry of innovative products have been introduced. Scope (area) of use: economics and enterprise management.