Marketing approach to innovation management as a tool for enhancing innovative activity of enterprises

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dc.contributor.author Bersimbayeva, A.B.
dc.contributor.author Uruzbayeva, N.A.
dc.contributor.author Aibossynova, D.A.
dc.date.accessioned 2017-09-18T05:40:14Z
dc.date.available 2017-09-18T05:40:14Z
dc.date.issued 2017-03-30
dc.identifier.citation Берсимбаева А.Б. Marketing approach to innovation management as a tool for enhancing innovative activity of enterprises/ А.Б. Берсимбаева, Н.А. Урузбаева, Д.А. Айбосынова//Қарағанды ун-тiнiң хабаршысы. Экономика сер.= Вестник КарГУ.Сер.экономика. - 2017. - №1. - С.84-90 ru_RU
dc.identifier.uri http://rep.ksu.kz/handle/data/1600
dc.description.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. ru_RU
dc.language.iso other ru_RU
dc.publisher Вестник Карагандинского университета ru_RU
dc.relation.ispartofseries Экономика;
dc.subject innovative activity ru_RU
dc.subject innovative activity of enterprises ru_RU
dc.subject management of innovative activity, marketing approach ru_RU
dc.title Marketing approach to innovation management as a tool for enhancing innovative activity of enterprises ru_RU
dc.title.alternative Кəсіпорынның инновациялық белсенділігін жоғарылату құралы ретінде инновациялық қызметті басқарудағы маркетингтік тəсіл ru_RU
dc.title.alternative Маркетинговый подход к управлению инновационной деятельностью как инструмент повышения инновационной активности предприятий ru_RU
dc.type Article ru_RU


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