MARKETING INNOVATIONS MANAGEMENT IN THE CONTEXT OF INTEGRATED ENTERPRISE DEVELOPMENT

The main purpose of the research is development of the effective management mechanism of marketing innovations in order to increase the enterprise development effectiveness. For this research, 15 Ukrainian enterprises of light industry, for which a development trajectory was built on the basis of the dynamic integration function, were selected. The article forms the mechanism of marketing innovations effective management. The main trends in the development of marketing innovations in Ukraine emphasized, which confirm the need for development of marketing innovations management in order to strengthen the position of the enterprise and meet the needs of consumers, the conquest of new market segments, increase the level of competitiveness and performance of domestic companies.