Intellectual Product Promotion: Marketing Evaluation and Communication Efficiency

Abstract

The paper focuses on the analysis of the effectiveness of marketing promotion of an intellectual product on the basis of foreign and domestic research. A low level of contribution by Russia to the global innovation market is explained by the global crisis, economic sanctions, political instability, and drawbacks tax legislation. The authors provide recommendations to improve the effectiveness of marketing and promote intellectual products. Their analysis reveals the priorities in the field of marketing, as well as the dynamics of the main indicators of marketing communications (advertising technologies and digital marketing tools), relying on the Russian companies as an example. Also, the authors share their vision on the sustainable promotion of an intellectual product marketing as a result of creating a commercial system of innovative technologies, flexible use of advertising technologies, and digital promotion tools. More than that, the paper offers a systematic approach to the innovation policy of Russian companies, focusing on the creation of a commercial system for intellectual products. The practical use of marketing models to promote intellectual product and to solve the problems of commercialization in the main link of the national economy is also described in the paper.