THE CONCEPT OF INNOVATIVE DEVELOPMENT OF MARKETING IN THE CONTEXT OF DIGITALIZATION OF THE ECONOMY

The article deals with the identification of the main trends of integration and innovativeness of marketing, which will enable business organizations, in particular industrial enterprises, trading companies, transport and logistics companies, taking into account the peculiarities of the modern world, to direct marketing activities to sustainable innovative development. The theoretical and methodological basis of the research is modern theories, concepts, hypotheses of marketing management. Content analysis was used. The methodological and informational basis of the work are scientific works, materials of periodicals, Internet resources. The research focuses on the impact of the features of the modern world and the features of the digital society on the innovative development of business organizations, and also identifies the key areas of integration of marketing and innovation. Based on the obtained results, the main principles of sustainable innovative development of business organizations were formulated, taking into account marketing and innovation integration. Sustainable innovative development of business organizations should contribute to the well-being of the economic and social systems in which they work, strive to achieve common values with all stakeholders. In such conditions, the level of competitiveness of economic organizations in the sphere of production, trade, transport and logistics will increase. In the scientific literature, the issues of innovative activity, innovative development, marketing of innovations are widely covered, but such aspects as the directions of integration of marketing and innovations in the conditions of VUCA and digital society are not comprehensively considered. Therefore, this study has a theoretical significance, as it proposes to consider the innovative development of business organizations in the field of production, trade, transport and logistics based on the integration of both marketing and innovation, management decision-making in VUCA conditions and digital society.