MARKETING AS A DECISIVE ELEMENT IN THE SUCCESSFUL INTRODUCTION OF INNOVATIVE PRODUCTS TO THE MARKET

Abstract

Nowadays, the main regularity of social development is the innovative renewal of the world economy, the
transition to the so-called "new knowledge-based economy", the hallmark of which is the accelerated development of
economic activity. Modern society is rapidly evolving in the direction of postindustrial, while the transformations that
are taking place are so radical that we can talk about a paradigm shift in economic development. In the new economy,
enterprises that produce innovative products are becoming key. However, practical experience indicates a high degree
of risk of launching innovative products on the market: on average, about a third of new products are defeated and
bring only losses instead of profits. Thus, marketing support for the creation of new products becomes one of the most
important problems of an innovative company. This article discusses the importance of marketing research in introducing
innovative products to the market, features of the market for innovative products, the effectiveness of marketing activities
and features of marketing innovation.