THE IMPORTANCE OF MARKETING INNOVATIONS AS THE BASIS OF MANAGEMENT OF THE ENTERPRISE’S COMPETITIVENESS
Authors: IEVSEITSEVA Olena , MIHALATII Oleksandr 
Published: July 2024

THE PURPOSE OF THE ARTICLE is to establish the importance and relevance of marketing innovations in the company's activities and to determine their impact on managing the competitiveness of business entities as a whole. RESEARCH METHODS. Various methods were used to research marketing innovations and competitiveness: analysis of special literature and views of scientists; methods of empirical research; method of abstraction, grouping and illustration; method of system analysis, etc. The use of these methods can be comprehensive for the best study of marketing innovations and management of competitiveness in the activities of various enterprises. PRESENTING MAIN MATERIAL. It has been established that the relevance and importance of marketing innovations is constantly growing in the conditions of a rapidly changing business environment, where new technologies, changes in consumer habits, competitive pressure and other factors require stakeholders to constantly adapt and introduce innovations into the marketing strategies of business entities. In the conditions of rapid changes in the market and the growing complexity of the business environment, marketing innovation is becoming a key tool for achieving success and sustainability of companies. Companies that actively innovate in their marketing usually have a better chance of attracting consumer attention and staying competitive. Marketing innovations are innovative approaches and strategies in the field of marketing aimed at attracting the attention of consumers, improving the competitiveness of a product or brand, as well as optimizing marketing processes. Marketing innovations can vary depending on the industry, the market and the specifics of the business, helping the company to take a stronger position in the market and provide a competitive advantage. Competitiveness management requires continuous improvement of products, processes, communications and strategies to meet changes in demand, technology and consumer preferences. The importance of marketing innovations in managing the competitiveness of the enterprise is manifested in the following positive aspects: understanding of the market and customers; development of products and services; effective marketing; increasing the efficiency of operations; interaction with clients; adaptation to changes in market conditions. CONCLUSIONS. Because of the conducted theoretical research, we established that marketing innovations are the introduction of innovative approaches, strategies, tools or technologies into the marketing activities of the enterprise with the aim of improving performance, attracting the attention of customers and ensuring competitive advantages. The main goal of marketing innovation is to introduce innovations in marketing, meet the changing needs of consumers and optimize interaction with the audience. Marketing innovation has been found to be an important factor in a competitive environment, as it allows companies to adapt to a rapidly changing market and provide sustainable competitive advantages. The ability to adapt to new trends and implement innovations can be a key element of success in modern business and increasing the competitiveness of an enterprise. Effective implementation of marketing innovations allows you to adapt to dynamic market changes, satisfy customer needs as much as possible and manage the competitiveness of the enterprise more effectively. It was established that it is important for the enterprise not only to introduce new ideas, but also to constantly adapt its strategy in accordance with changes in market conditions and customer requirements. It was determined that the effectiveness of marketing innovations for the enterprise depends on: the growth of profitability; customer satisfaction; market share; innovative competitiveness; investments in marketing; speed of implementation; employee engagement. KEYWORDS: marketing innovations; competitiveness management; business environment; company success; consumers; optimization of marketing processes; competitive advantages; innovative approaches; adaptation to changes.