Research Of Motivational Aspects For Marketing Support Of Innovative Activity Of Industrial Enterprises

Keywords: marketing, marketing support, innovative activity, marketing support of innovative activity

The article is devoted to the theoretical grounding and development of practical recommendations for research and formation of motivational aspects formarketing support of innovative activity of industrial enterprises. Methodolo- gy of the research of marketing employees atindustrial enterprisesis revealed to clarify the motives of their behavior and the impact on existing businesses activity.Use of internal marketing is proposed to enhance the motivation of marketing employees for improving innovative activity of the enterprises. Application of motivational approach of the internal mar- keting is proved. This application is based on overcoming objections concerning innovation, study of internal incentives and opportunities for self-development and aims to result in a change and/or innovation, which is achieved through the formation of a balanced scorecard of marketing department, which is provides creation of preconditions to stimulate, support and development of innovation. Scientific and practical approaches are developed for the use of a balanced scorecard to determine sub-processes of marketing activities, as well asin assessing loyalty of the marketing employees.

Svitlana Kovalchuk Tamara Lien:The authors is from Khmelnytsky National University 11 Institutskaya str., Khmelnytsky, Ukraine.