V. Kharchuk, I. Kendzor, N. Petryshyn
Abstract . Nowadays, innovations are necessary conditions for enterprise sustainable development. Moreover marketing strategy is the crucial element of ensures diffusion of innovation. The purpose of marketing strategy is to conduct market analyze, segment the market, develop marketing approach, right product portfolio and finally marketing plan. This article highlights the comprehensive role of marketing strategies for innovations. The results show, that marketing analyze for marketing strategy enables enterprises to go beyond the solely understanding of customer needs, thus enabling them to develop unexpected innovations. Marketing strategies also help companies to overcome barriers, associated with innovation commercialization. At the same time innovations can be a trigger for new marketing methods and instruments.
Key words : innovations, marketing strategy.