Bilovodska O. Methodological principles of marketing distribution politics of innovative production at the industrial enterprises

The dissertation is devoted to the development and scientific substantiation of theoretical principles, methodical approaches and practical recommendations for the marketing distribution politics of innovative production at the industrial enterprises. The essence of the marketing distribution policy, its role and importance in ensuring the market success of industrial enterprises-innovators are investigated, the modern approaches to the distribution of industrial enterprises are highlighted, the influence of regional markets’ marketing and logistic support on the distribution policy of innovative products development is clarified. Distribution policy tools (distribution channel, commodity circulation, distribution management efficiency) of are allocated and analyzed. The features of the product distribution management are disclosed on the basis of systematization of the conditions for the expediency of using its corresponding forms. The state and trends of the development of innovative entrepreneurship in Ukraine are analyzed. The complex assessment of the marketing support of regional markets for the distribution of innovative products of industrial enterprises were carried out. Analytical toolkit to the selection and evaluation of supply chains for industrial enterprises are improved. Process-analytical approach to the choice of the form and configuration of the marketing channel was improved. The scientific and methodical approach to the optimal structure of marketing channels of innovative products were improved. Methodological bases for the formation of the organizational and economical mechanism for managing the distribution of innovative products at the industrial enterprise are proposed and presented theoretical and methodical approach to the estimation of its efficiency. Delivery system and management of marketing expenses of channel participants are optimized.