ON THE ISSUE OF CONCEPTUAL FRAMEWORK OF INNOVATIVE MARKETING

Sherstobitova Tatyana Ivanovna, Candidate of economic sciences, associate professor, sub-department of marketing, Penza State University, penzamarketing@mail.ru

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The article deals with the problems of theoretical and methodological base of marketing in innovative sphere. The author systematizes the definitions «marketing of innovations», «marketing innovations», «innovative marketing» and analyzes the evolutionary change of a marketing role in innovative sphere. Increasing value of relationship marketing in the Russian conditions of the innovative market formation is marked.

marketing of innovations, innovative marketing, marketing innovations, the innovative market, the concept of relationship marketing