MARKETING TOOLS IN STIMULATING INNOVATIVE ACTIVITY OF ENTERPRISES

The article considers the main aspects of the application of marketing tools to stimulate innovative activity of enterprises. The analysis showed a low level of innovation activity of Ukrainian enterprises. The high importance of Internet marketing is substantiated. The main tools of Internet marketing are considered. The high value of the enterprise marketing system (internal and external) for stimulating innovation activity is shown. The place of marketing service in the organizational system of the enterprise is allocated. The dependence of the innovative activity of the enterprise on the stimulating influence on the creative activity of the personnel is proved. The task of stimulating staff creativity is also entrusted to the marketing department as an element of internal marketing strategy. The principles of valueoriented management and customer orientation are highlighted as the basis for stimulating staff to creativity. It is proved that the tasks of the external marketing strategy are focused on the formation of the target audience's need for innovative products and services of the enterprise. Therefore, to harmonize the stimulating effect on the innovative activity of the enterprise it is necessary to create an environment of effective and efficient market interaction of all participants, stakeholders and involved in the relationship. A multi-agent simulation model of an active marketing system is proposed, which is able to reproduce the dynamics of interaction of agents with the ability to identify and predict the state of the entire system with marketing tools. Brought, that the objectives of the strategy of external marketing are focused on the formation of the target audience's need for innovative products and services of the enterprise.