ESSENCE AND MEANING OF MARKETING OF INNOVATION IN LIGHT INDUSTRY

Abstract

The intensification of competition in the markets of innovative products, the transformation of competitive positioning into a dominant factor, has necessitated the use of the marketing concept and the application of marketing principles in innovation activities, as well as in the market of innovative products in light industry.Innovation marketing combines the marketing activities of an enterprise belonging to subdivisions of light industry operating in the innovation market.Innovation marketing also involves the creation and commercialization of a new product for the market. The article highlights the essence of innovation marketing, the need to apply innovation marketing in the areas of activity of light industry. The importance of always being inclined to innovation in order to improve production technology in light industry and create competitive products is emphasized in the topic.