Innovative marketing trends at modern enterprises

Abstract

Marketing plays a key role in the digital transformation of business. The digital transformation of industry and commerce, as well as society as a whole, has given birth to new terms, principles, methodologies and many other tools to simplify business practices. The tasks of marketing Internet communications are diverse - the organization of internal or external communications of the enterprise. Marketing innovation in the scientific economic literature is presented as the creation and provision of goods or services that offer consumers benefits that are perceived by buyers as new or improved, while distinguishing between inventions and innovations. The main goals of innovative activity are to minimize the cost of products (services) and increase their competitive advantages.