Chapter 1 Theoretical foundations of marketing on the conditions of innovative development of economy.................................................. 13 1.1. Theoretical foundations of innovations management………………… 13
1.2. Problems of innovative development..................................................
17
1.3. The system of new approaches to marketing…………………………. 20
Questions for control and discussion
23
Chapter 2 Innovative marketing is as a means of enhancing the business entities performance...................................................................... 24 2.1. Specific features of innovative marketing..........................................
24
2.2. Organization of providing the innovative services is as a vital part of
innovative marketing.........................................................................
28
2.3. Formation of innovative marketing technologies in today’s
competitive environment ...................................................................
33
Questions for control and discussion
42
Chapter 3 The process of creation, evaluation and positioning of a new product........................................................................................... 43 3.1. Innovative risk assessment.................................................................
43
3.2. Analysis of innovation success (progress) and manufacturing
process................................................................................................
49
3.3. Quality strategy................................................................................
55
Questions for control and discussion
59
Chapter 4 Pricing for innovative product.................................................... 60 4.1. Pricing and its stages ........................................................................
60
4.2. Price for innovative product..............................................................
63
4.3. Optimal pricing for innovative product..............................................
65
4.4. Innovative risks, pricing structure for innovation and pricing analysis. 70
Questions for control and discussion
72
