Effect of Innovation-based Marketing on the Diffusion of Innovations and on Competitiveness in the Global Economy

The classification of innovation-based marketing definitions according to general characteristics is made.The components of innovation-based marketing are clarified. The authors found that the innovation-based marketing concepts are inseparably inherent to all kinds of business activity. The role of innovation-based marketing as a tool to intensify the diffusion of innovation and increasing of innovation competitiveness at the micro and macro level in terms of globalization is grounded. Measures of the innovation-based marketing for the implementation at the Ukrainian enterprises are proposed.