MECHANISM OF INDUSTRIAL MARKETING INNOVATION ENTERPRISES IN THE POST-WAR PERIOD

Abstract

The article examines effective strategies for managing innovative marketing systems at Ukrainian enterprises, what changes have taken place, and what exactly depends on the specific needs and goals of business activity. Their list is outlined. Systematized effective management strategies and innovative marketing management systems at enterprises of Ukraine in the pre-war period, and the author's vision regarding the list of strategies in the post-war period, which will be relevant, is proposed. The structural elements of the management mechanism of innovative marketing of industrial enterprises are presented. The system of strategic management of innovative marketing to strengthen economic security in the post-war period, taking into account the development trends of behavioral economics, was studied. Features are highlighted in the modern world of Industry 5.0, which focuses on the integration of Industry 4.0 technologies with human skills and creativity. Innovative approaches to marketing management are outlined, taking into account changes in technology and consumer behavior in an unstable environment under the conditions of the Russian-Ukrainian war. The existing modern features of the organization of marketing research of the market of modern innovations are indicated. The peculiarities of the development and implementation of innovative approaches to marketing management, based on behavioral economics, which are expedient to use to achieve a high level of persuasion and influence on consumer behavior, are characterized. The components of the innovative mechanism of marketing management at industrial enterprises of Ukraine are characterized. It is proposed to use the developed components of the innovative marketing management mechanism, which will be beneficial for industrial enterprises and especially useful in the conditions of recovery of the economy of Ukraine in the post-war period. The article provides a systematization of sources, drivers of development, and strategic priorities that can be included in the management system of innovative marketing, which are of great importance for achieving efficiency and quick response to changes in the market, finding new target audiences and sources of income, as well as using technologies and tools of innovative and digital marketing.