Marketing communications as the basis of industrial enterprises innovative capacity development

M. N. Mechikova ()

Russian Journal of Industrial Economics, 2015, issue 1

Abstract: The innovation policy of Russian industrial enterprises becomes under modern market economysituation a decisive tool in the competition providing conditions for the implementation of customer requirements. However, the innovative potential of many industrial enterprises in Russia remains low. The situation is explained by significant depreciation of fixed assets, the use of obsolete technologies and inefficient system of infrastructure software. However, even having a sufficientlyinnovative product it is difficult for enterprises to enter the domestic and especially foreign markets.The reason – inefficient system of marketing communications. The implementation of a set of marketing communications, representing a whole range of interactions with suppliers, customers, the media, including advertising, sales promotion, personal selling and public relations, will improve the effectiveness of promoting innovative products to market. This article explains the importance of marketing communications in the development of innovative component of the domestic industry, indicates the innovation potential of Russian industrial enterprises, as well as the specific features of marketing communications for individual enterprises in the Rostov region. This article may have theoretical and practical significance presented information can be used by territorial government and in the course of developing a marketing communications complex when industrial enterprises offer their innovative products to the market.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ach:journl:y:2015:id:253

DOI: 10.17073/2072-1633-2015-1-56-64

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