IDEAS home Printed from https://ideas.repec.org/a/ach/journl/y2015id253.html
   My bibliography  Save this article

Marketing communications as the basis of industrial enterprises innovative capacity development

Author

Listed:
  • M. N. Mechikova

Abstract

The innovation policy of Russian industrial enterprises becomes under modern market economysituation a decisive tool in the competition providing conditions for the implementation of customer requirements. However, the innovative potential of many industrial enterprises in Russia remains low. The situation is explained by significant depreciation of fixed assets, the use of obsolete technologies and inefficient system of infrastructure software. However, even having a sufficientlyinnovative product it is difficult for enterprises to enter the domestic and especially foreign markets.The reason – inefficient system of marketing communications. The implementation of a set of marketing communications, representing a whole range of interactions with suppliers, customers, the media, including advertising, sales promotion, personal selling and public relations, will improve the effectiveness of promoting innovative products to market. This article explains the importance of marketing communications in the development of innovative component of the domestic industry, indicates the innovation potential of Russian industrial enterprises, as well as the specific features of marketing communications for individual enterprises in the Rostov region. This article may have theoretical and practical significance presented information can be used by territorial government and in the course of developing a marketing communications complex when industrial enterprises offer their innovative products to the market.

Suggested Citation

  • M. N. Mechikova, 2015. "Marketing communications as the basis of industrial enterprises innovative capacity development," Russian Journal of Industrial Economics, MISIS, issue 1.
    • Handle: RePEc:ach:journl:y:2015:id:253
    DOI: 10.17073/2072-1633-2015-1-56-64
    as

    Download full text from publisher

    File URL: https://ecoprom.misis.ru/jour/article/viewFile/253/246
    Download Restriction: no
    File URL: https://libkey.io/10.17073/2072-1633-2015-1-56-64?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ach:journl:y:2015:id:253. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Главный контакт редакции (email available below). General contact details of provider: http://misis.ru .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.