Marketing aspect of the innovation communications development

Abstract

The article analyzes innovation communications (InCo) as a factor for the innovation networks development. It is shown that the necessity to use InCo practice is due to the complexity of processes in high-tech sectors and the relevance of the development of appropriate organizational and economic tools for marketing relations. The main goals of the innovation networks development are determined. In the context of the study of factors for the innovation networks development, the role of relationship marketing, which involves the constructing long-term mutually beneficial relations with key partners of the economic entity, should be noted. It is determined that relationship marketing acts as a tool for practical implementation of the concept of joint creation of value in modern institutional forms of interaction in the innovation system (innovation networks, in particular virtual, international clusters, alliances, etc.). It was emphasized that in order to achieve the network aspect of innovation development of the economy, it is necessary to use models of open innovation, that is, combining efforts of economic entities in the scientific and technical field and exchange of operating results. The main communication problems, which cause the blocking of innovation development are determined. The analysis made it possible to distinguish between the groups of methods and mechanisms that are most often considered in the InCo practice. InCo practices are considered in terms of the possibility of organizing and self-regulating systems.

Innovations and Marketing Management of Family Businesses: Results of Empirical Study

“…In order to gain customers, family businesses apply different methods, strategies and marketing activities (Stážovská, 2004). Prokopenko & Omelyanenko (2018) argue that for development of business activity under the current conditions its necessary to apply tools offered by marketing in everyday practice, whether in the field of products or marketing services. The marketing activities of companies should be supported by effective and appropriate marketing communication (Seres-Huszárik et al, 2017;Bačík et al, 2018).…”

Intergenerational management in the group of people subjected to job reintegration as a form of maintaining social security potential in Poland

“…However, it is worth emphasizing that the success of the individual will also be the success of the whole community (Januszkiewicz, 2010). From the perspective of ensuring social security potential, a fully reintegrated person can contribute to cooperation within an NGO, cooperate with public organizations (including security services) to increase the level of internal, but also external security (Prokopenko & Omelyanenko, 2018) by exchanging information on the basis of its knowledge on the basis of life and professional experience.…”

“…This is due to a different envi-ronment of growing up, education, upbringing and civilizational culture in which a given generation developed (Kucharczyk & Pawlak, 2017). For human resources management, as well as for the wider perspective of public management, the communication key between employees of different generations will be important (Prokopenko & Omelyanenko, 2018). The situation of people of different generations becomes even more complicated by various life problems, which often hinder the proper development of their social potential.…”

Managing consumer behaviour through social communications

“…Most of the modern marketing strategies, formed by companies, to one degree or another are based on the methodologies of analysis and management of consumer behaviour [1; 3; 6]. The rapid development of modern society, the massive computerization of various spheres of human activity, the deep penetration of information technologies into all aspects of contemporary life, all these factors lead to the fact that the significance of research and analysis of consumer behaviour is significantly increasing [5].…”