Іnnovative marketing management in the e-trade ecosystem
Authors:   State University of Trade and Economics, Gamova І.V. 
Published: January 2024

The aim of the article. To develop a functional model of the internal marketing innovation ecosystem of an e-trade enterprise and to identify the significance of the impact of marketing management innovations on the marketing complex of an e-trade enterprise. The results of the analyses. A completely new approach to the stages of the innovation process is considered. Taking into account the constant interaction of marketing and the innovation process, the author proposed to reduce the number of stages from 8 to 5, namely: idea, product/service development, innovation, implementation and innovation value. To improve the activity of the innovation process at e-trade enterprises, the influence of innovative marketing management on the components of the marketing complex was investigated. The promising areas of innovative marketing management include: lean management, quality management, reengineering, change management, benchmarking, business time management, effective customer service, computer integrated production, and the provision of innovations. Based on the results of the study, marketing management innovations have the greatest impact on price and employees, namely approaches such as lean management, reengineering and change management. As for promotion and sales, in the world, such systems of innovative marketing management as benchmarking, business time management and providing innovations are being implemented the most. For the effective implementation of innovations in the commercial activity of the enterprise, the components of the marketing resources of the e-trade enterprise have been identified, namely: scientific and methodological bases; level of qualification and experience of employees; special computer programs; development strategies and programs; database of existing/potential partners, intermediaries; portfolio of consumers; positions on the market; formed image; complex marketing. Conclusions and perspectives for further research. Knowing the structure of the internal marketing environment of an innovative e-trade ecosystem, one can effectively implement the concept of innovative marketing and set long-term goals, despite rapid changes in the external environment. The innovation process is the central element of the functional model of the internal marketing innovation ecosystem of the e-trade enterprise. In general, one of the main tasks of e-trade enterprises is to expand their share due to the development and effective use of marketing resources, which involves a set of measures, first of all, the construction of the enterprise's marketing system, the identification of possible risks, the minimization of threats, taking into account the correct managerial marketing decisions. Evaluation of marketing resources is one of the key links of strategic formation and adoption of business decisions of e-trade enterprises. A promising direction for further research is the structuring of the components of the marketing potential of e-trade enterprises and the assessment of effectiveness.