Modern types of innovative marketing in the activities of enterprises

Abstract

The article deals with the essence of strategic marketing management of the activities of enterprises and the concept of marketing strategy. The peculiarities of marketing of innovations and basic approaches to the classifications of marketing innovations in the scientific literature are revealed. Taking into account the existing approaches, a systematic classification of marketing innovations was provided with the purpose of further development of an effective marketing innovative strategy of the enterprise and justification of the corresponding marketing innovations in the marketing activity of the enterprise.