INNOVATION MARKETING WITHIN THE SYSTEM OF MARKET ANALYTICS AND ENTERPRISE PRODUCT POLICY FORMATION
Abstract
The article examines the essence of innovation marketing as an integrated activity aimed at the creation, promotion and commercialization of new products based on consumer behavior analytics, competitive environment and technological trends. The primary objective of the study is to substantiate the theoretical foundations and develop practical recommendations for the use of market analytics tools, summarize approaches to assortment optimization based on market research, and identify the role of innovation marketing in ensuring product competitiveness in a dynamic market environment. The key role of market analytics in marketing decision-making is identified, particularly in forming an optimal product assortment that ensures brand stability and competitiveness. Methodological approaches to assessing the effectiveness of innovation activities based on a combination of analytical indicators and data-driven marketing tools are analyzed. Special attention is paid to the use of artificial intelligence, machine learning and predictive analytics for modelling market trends and consumer preferences. The feasibility of using assortment optimization algorithms that allow balancing innovative and traditional products is substantiated. The results of the study show that the effective integration of innovation marketing and analytical tools forms the foundation of strategic flexibility, profitability and competitiveness of enterprises in dynamic market conditions.
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