RISKS OF MARKETING RESEARCHES AT THE STAGE OF IPR CREATION

The need for innovative marketing activities in the current conditions of globalization is specified in our article. The views of famous scientists in the field of innovative management and innovative marketing for the marketing mix implementation are considered and analyzed here. In this research the authors describe and classify the main risks arising from the marketing researches' conduct according to the peculiarities of intellectual property rights creation. Authors determine basic techniques and principles for the effective marketing researches' conducting. It is revealed, that the research of market needs during the process of ideas application and their analyzing are very responsible stage which includes the studying of market needs and customers' needs in products, services and technologies.