COGNITIVE MARKETING AS A CONCEPTION OF INNOVATION DEMAND AND PERCEPTION MANAGEMENT 

Semerkova Lyubov' Nikolaevna, Doctor of economic sciences, professor, sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), penzamarketing@mail.ru
Sherstobitova Tat'yana Ivanovna, Candidate of economic sciences, associate professor, sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), tat13392520@yandex.ru

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Background. The interest to the problem of innovation demand among Russian researchers has occurred relatively recently due to the necessity of searching the adequate mechanisms of implementation of innovations into the national economy. The problem also remains topical in terms of active development of network approaches to economy and management, which caused occurrence of new approaches on the borders of scientific fields to the very statement of the question. At the modern stage it consists not so much in how to accelerate the process of perception, as in how to make it more intelligent and high quality for the end consumer and the entire society.
Materials and methods. Methodology of the research is based on the works by foreign and Russian scientists in the field of marketing and innovations researching the innovation demand and perception. The article considers possibility of application of the cognitive conception of marketing in transformation of consumer’s persception of new goods and technologies.
Results. The authors researched the segments of innovative demand in the national economy and pointed out the characteristics of this demand. The researchers systematized the factors of occurrence of innovations regarding the demand and offer and considered the prospects of development of the conception of cognitive
marketing in conditions of the changing consumer behavior, growing importance of interaction and mutual creativity.
Conclusions. Management of the innovation demand in modern conditions is devoted to attration of potential consumers into the process of creation of new goods and technologies. Further development of research in this field is connected with development and testing of technologies allowing to activate interaction between producers and potential consumers of innovations and to reach coherence of perception.

innovation demand, perception, coherence of perceptions, cognitive approach marketing.

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