Marketing Toolkit for Facilitating Innovative Development in Business Models
(Pages 69-76)Olha Sobko1, Ihor Krysovatyy2, Alisa Kosenko3, Olena Shersheniuk4, Yaroslav Ivashkiv5* and Volodymyr Vovk6
1Head of the Department of Entrepreneurship and Trade, West Ukrainian National University, 11 Lvivska Str., Ternopil, 46009, Ukraine.
2Department of Entrepreneurship and Trade, West Ukrainian National University, 11 Lvivska Str., Ternopil, 46009, Ukraine.
3Department of Economic Policy and Management, Educational and Scientific Institute "Institute of Public Administration", V.N. Karazin Kharkiv National University, 4 Svobody Sq., Kharkiv, 61022, Ukraine.
4Department of Economics and Entrepreneurship, Kharkiv National Automobile and Highway University, 11 Lvivska Str., Ternopil, 46009, Ukraine.
5Department of Entrepreneurship and Trade, West Ukrainian National University, 11 Lvivska Str., Ternopil, 46009, Ukraine.
6Dean of the Faculty of Management and Marketing, Simon Kuznets Kharkiv National University of Economics, Nauky 9a av., Kharkiv, Ukraine.
DOI: https://doi.org/10.55365/1923.x2024.22.8
Abstract:
The purpose of the presented work is a comprehensive solution for determining the main features of marketing tools for ensuring innovative development in business models, systematization of the latest marketing tools to improve forecasting of the main trends of its use in the system for ensuring the development of business models. Methods: the observation method for identifying the main features of marketing tools and innovative development, the forecasting method for identifying the main trends in the development of marketing tools, the methods of analysis, synthesis, deduction and induction for the visual presentation of research results, and the graphic method for displaying a comprehensive methodological approach and illustration research results. Results: the formation of a methodological approach to ensuring innovative development in business models, taking into account marketing tools Conclusions: marketing toolkit is an important component of innovation development, as it helps to identify, develop, communicate and successfully implement innovative products or services in the market. It helps businesses engage and satisfy consumer needs, create a competitive advantage, and succeed in an innovative environment. That is why the topic of the presented research is relevant and timely. The authors drew conclusions about the development of marketing tools and their modern manifestations, which are as follows: market segmentation, use of branding tools, data analysis, customer orientation, market research, flexibility and adaptation, a system for evaluating the effectiveness of the marketing tools of innovative development.
Keywords:
Business Strategy, Competitiveness, Innovative Approaches, Marketing Support, Innovation, Marketing.
JEL Codes:
E 20, F 01, F 20, F 29, M30.
How to Cite:
Olha Sobko, Ihor Krysovatyy, Alisa Kosenko, Olena Shersheniuk, Yaroslav Ivashkiv and Volodymyr Vovk. Marketing Toolkit for Facilitating Innovative Development in Business Models. [ref]: vol.22.2024. available at: https://refpress.org/ref-vol22-a8/
Licensee REF Press This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.