Co-Creation Marketing as a Direction of Innovative Development of Retail Trade
Digitalization of the economy predetermines new approaches to the development of modern economic systems, which are based on the generation of innovations and their introduction into the market system. The evolution of the concept of marketing in trade in conjunction with the change of technological structures demonstrates the catalytic task of marketing in the development of commercial enterprises. Co-creation marketing, based on the study of the needs of consumers, their involvement in the interaction process to determine personalized products, is able to provide trading enterprises with a basis for effective innovative development. Innovations, formed together with customers, provide merchants mutually beneficial relationships with customers, generate sustainable relations with partners.