MARKETING STRATEGY AS A KEY FACTOR OF INNOVATIVE PRODUCTS' MARKET DEVELOPMENT

Abstract

Objective: The article is devoted to the topical issue of marketing policy and the role of a properly constructed marketing strategy in developing the market for innovative products.   Methods: Scientific and economic methods such as analysis, synthesis, generalization, complex and systematic approach were preferred in the research process. In summarizing the characteristics of theoretical and methodological approaches, in defining more progressive methods, scientific works of Azerbaijani and foreign scientists in the modern era, methodological materials of scientific-research institutes and internet resource sources were used.  Results: The research conducted in the study shows that the increase in the activity of the use of the marketing strategy, the strengthening of the orientation towards innovation, the use of the integrated marketing concept, the preference for improving the structure of market research, the active use of public relations methods and programs, the company's interests are more closely connected with the interests of society and consumers and reconciliation is appropriate.   Conclusion: Marketing strategy, marketing plan is prepared so that marketing activity can achieve maximum precision and effectiveness during the production of innovative products. The correct selection of the target audience, the use of the most effective advertising channels, the sharing of the content most relevant to the audience's interests, and the communication of the creative idea to the customers ultimately increase the effectiveness of the marketing work.The authors conclude that the marketing strategy acts as a key factor in the development of the market for innovative products.