Abstract:
First of all, for creating competitive advantages of Kazakhstan enterprises in markets with high
competition it
is necessary to rethink the scope and role of marketing in management the innovative activity of
enterprises. However, in the Kazakh literature there aren’t any special studies devoted to the use
of marketing in innova-
tion management. As a consequence, the main purpose of this study is to present the importance of
using
marketing approach in management of innovative activity of enterprises as an effective tool to
improve their innovation activity. This paper analyzes the views of domestic and foreign scientists
on the role of marketing in the innovation process. On this basis, there is an expediency of using
a marketing approach to the man- agement of innovation performance of enterprises. The methodology
of the study bases on the hypothesis about the necessity of consideration the category of
«management of innovative activity» from the standpoint of an integrated approach – from the point
of view of the manufacturer and from the point of view of the con- sumer. Features of this
methodology are explained, on the one hand, the complexity of the phenomenon of innovation, the
results of which may not always be appreciated by the consumer because of the lack of special
knowledge and competencies, as well as the complexity of managing the process, on the other hand.
The log- ical conclusion of the work proposed by the authors is the main uses of the marketing
concept to improve the
innovation activity of enterprises.