Issues of substantiation of relevance and essential content of marketing innovation and innovative marketing
Purpose: to study the issues of substantiation of the relevance and essential content of innovation marketing and innovative marketing. Discussion: the article analyzes the relevance in the modern economic reality focused on innovative development, innovation marketing and innovative marketing. Their content, contact, similarities and differences associated with the specifics of their use in certain conditions and at various stages of the life cycle of goods are determined. Results: in the current realities, it can be noted that it is advisable to define innovative marketing as a set of complex processes, in which it is possible to bring innovation to the market using creative solutions and innovative marketing tools; it is also possible to establish or maintain a position on the market for a product that is no longer innovative in terms of technology, but is also introduced to the market using non-standard solutions.