The Development of Marketing Innovations in Retail Trade

Abstract

Innovation in trade is the end result of innovation activity, realized through transformation trade technological
process. The use of innovative marketing tools is systematic character; therefore, this article summarizes knowledge
about marketing technologies in retail trade. Author’s position is to justify the feasibility of using a systematic approach in
operational activities trading enterprise. A systematic approach to retail trade involves the interconnection of production,
trade technological process and management superstructure. Marketing and trade technology intersect in the organi-
zational process. By marketing technology, the authors understand a complex of interrelated techniques, methods of
influence and decision-making that form the trading company’s strategy for managing its position in the market, selection
and achievement of goals. Methodology for evaluating innovative marketing technologies allows you to evaluate the
effectiveness of their application in the trade and technological process. Usage marketing innovations in trade helps make
management decisions, builds consumer loyalty to the enterprise, increases its competitiveness.