FORMATION OF A SYSTEM OF VARIABLE MARKETING MANAGEMENT OF INITIATIVE PROJECTS

Abstract

The article proves that the formation of a system of variable management of marketing of initiative projects, proposed in the study, will contribute to the achievement of technological sovereignty of the state, the use of flexible, dynamic and adaptive technologies of marketing management in the conditions of the formation of Industry 4.0; the integration of domestic companies into the global economic system, creating conditions for the creation of a system of strategic marketing management; increasing the marketing activity of companies, the implementation of strategic marketing management functions, the creation of high-quality innovative industrial products. It is determined that the system of strategic management of innovative marketing of initiative projects is the process of transforming the current business model into an innovative one, the implementation of which is aimed at creating analytical models of growth and forming a strategy for the organization's competitive behavior. Thus, innovative marketing, represented by the function of innovation management, is aimed at the effective formation and promotion of innovations based on a comprehensive market analysis and the use of communication and pricing policy tools. Innovation marketing involves the use of various tools and methods of influencing both production technologies and the implementation, diffusion and promotion of innovations in the market. promotion of innovations in the market. A model of strategic management of marketing of initiative projects based on the use of variable (flexible, adaptive, dynamic) technologies is proposed. Achieving goals during the implementation of initiative projects is possible due to ensuring production, technological, personnel, information and other types of security, forming a development strategy taking into account the orientation on the requirements of owners and users of housing, creating an innovative business model. The use of models of variable (flexible, adaptive, dynamic) management helps to solve problems associated with the transition from the traditional marketing management system to new management scenarios (variable), quickly change and restructure internal business processes and the structure itself, create new designs of business models, increase the efficiency of their functioning.