INNOVATIVE MARKETING TECHNIQUES IN THE PRACTICE OF PRODUCT PROMOTION
The difficult situation in the business sector and the crisis phenomena in the economy cause careful and attentive behavior of buyers in the consumer market when choosing goods and services. This article is devoted to detailing the concept of "innovative marketing tools", which has become particularly popular at the present time, due to fierce competition and oversaturation of the market with a similar product. The paper deals with such concepts as innovative marketing, stages of implementation, innovative marketing strategies, as well as a brief description of innovative marketing techniques. Innovative marketing has a number of characteristic features, among which there is a well-thought-out division of the developed strategy for entering the market into stages, while the stages must follow in strict sequence. In the article, the classical approach to the sequence and content of the stages of innovative marketing is expanded and supplemented by the author. A variety of innovative marketing techniques are also used in practice. The article presents particularly significant tools of innovative marketing, which contributes to increasing sales and expanding the sales market. The main conclusions of the work can be applied in the practical activities of enterprises in the development of a strategy for entering new markets.