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Marketing of innovations as a key area of strategic management of modern enterprise

Author

Listed:
  • Victoria Ostrovskaya

    (North Caucasian State University, Russia)

  • Vladislav Yurev

    (Tambov State University named after G.R. Derzhavin, Russia)

  • Olga Stepicheva

    (Tambov State University named after G.R. Derzhavin, Russia)

  • Nikolay Denisov

    (Tambov State University named after G.R. Derzhavin, Russia)

Abstract

The author explores the basic principles of marketing innovation, the point of view of modern scholars on marketing innovation, analyzes the dynamics of innovation in the use of marketing activities of domestic enterprises between 2003-2013, the dynamics of innovation in the use of marketing activities of enterprises in the United States between 2003-2013, the structure and dynamics of the world market of innovative products between 2003-2013. The author defines the nature and importance of marketing innovation for the modern enterprise, analyzes the application of marketing innovation in the strategic management of the modern enterprise, developing a model of application of marketing innovation in the strategic management of a modern enterprise.

Suggested Citation

  • Victoria Ostrovskaya & Vladislav Yurev & Olga Stepicheva & Nikolay Denisov, 2014. "Marketing of innovations as a key area of strategic management of modern enterprise," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 8(2), pages 124-131, June.
    • Handle: RePEc:rse:wpaper:v:8:y:2014:i:2:p:124-131
    as

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    References listed on IDEAS

    as
    1. Henry Mintzberg, 1990. "The design school: Reconsidering the basic premises of strategic management," Strategic Management Journal, Wiley Blackwell, vol. 11(3), pages 171-195, March.
    2. Henry Mintzberg & James A. Waters, 1985. "Of strategies, deliberate and emergent," Strategic Management Journal, Wiley Blackwell, vol. 6(3), pages 257-272, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing innovation; strategic management; modern enterprise; product innovation; strategic development;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • H63 - Public Economics - - National Budget, Deficit, and Debt - - - Debt; Debt Management; Sovereign Debt

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