STRATEGIC MARKETING MANAGEMENT OF THE COMPETITIVENESS OF INNOVATION-ORIENTED ENTERPRISES

The article examines the process of strategic marketing management of the competitiveness of innovationoriented enterprises. The essence of the concepts «innovation», «innovative potential of the enterprise», «strategic marketing management» is revealed. The place and importance of strategic marketing in managing the competitiveness of innovationoriented enterprises is defined. It has been established that the sustainable development of our state's economy depends on its economic power. The main attention is focused on the research of innovation-oriented enterprises and their possibilities of strategic marketing management of competitiveness. It has been established that the Ukrainian economy in today's realities is strongly influenced by the fluctuations of both the external and internal environment, which is why its innovative activity is an important direction of development. Such a situation requires the solution of organizational and management issues regarding innovative activity in virtually every enterprise. It has been proven that innovations affect the competitiveness of enterprises and help them create advantages over competitors. It has been established that business aimed at obtaining profit is an important component of the market economy and an integral element of the competitive mechanism. Innovation in modern business is one of the key factors for achieving competitive advantage. Innovation-oriented enterprises, developing new products and services, influence and shape the latest needs of the consumer market. Strategic marketing management in this context provides enterprises with the realization of their goals, focused on market position and competitiveness. It has been established that innovative activity requires expenditure of money, time, intellectual work and other resources. It is substantiated that the application of strategic marketing concepts by innovation-oriented enterprises forms systems for monitoring and analyzing the environment, increases the company's ability to adapt to the variability of the external environment, and prompts a systematic review of the business portfolio, taking into account changes in the overall development strategy.