Assessment of the effectiveness of marketing management of enterprises` innovative activity

Abstract

Introduction. Conditions of the global market environment actualize issues of increasing enterprises’ innovative activity and strengthening the marketing orientation of their innovative activities. Policy of innovation reorientation on marketing involves strengthening the role of the market, the focus on both production and trade spheres to study the needs and demands of specific customers and their fullest satisfaction. Effective marketing management of innovative activity becomes the basis for sustainable development of innovative companies and allows them to achieve a sufficient degree of technological independence, efficiency and competitiveness.

Purpose of the article is to develop a methodological approach to assess the impact of marketing management of enterprises’ innovative activity, the use of which will enable enterprises to comprehensively reflect the results and take in accordance with the best management decisions.

Method (methodology). It has been justified the methodical approach for measuring the results of marketing management of enterprises’ innovative activity on the basis of rated technology using taxonomic method.

Results. The essence of marketing management of enterprises’ innovative activity is disclosed. The rated algorithm of effectiveness of marketing management of enterprises’ innovative activity on the basis of the proposed rated technology using taxonomic method is developed. The results of rated performance of marketing management of enterprises’ innovative activity of the food industry in the Donetsk region are submitted. Approbation of the proposed methodological approach has allowed to identify the strengths and weaknesses of each of our areas and to determine their impact on the overall performance rating of the enterprises under study.