Marketing Support of Innovative Projects

Marketing in today's economic environment is, as we know, not only a system of tools, techniques and technologies for the formation of the desired reactions of market subjects to certain ideas, products or services. Today marketing is a comprehensive management philosophy which allows us to achieve the goals while meeting the requirements of not only consumers but also the other members of the marketing environment, including the government, competitors and the society as a whole. Developing environment is continually improving rather the marketing tools themselves than the technology of their use and is also expanding their application fields. One of the new, insufficiently examined directions of marketing tools and technologies use is the project activity of enterprises. Numerous companies are trying to use effective project management technology in the process of sustainable innovation development that can significantly improve the competitiveness of the enterprise. In this case innovative projects are being implemented not only in the production of new high-tech products, but also in the sphere of implementation of effective technologies of various intra-organizational systems management that support the whole enterprise development. Modern innovative projects not only focus on the material development of the individual enterprise and society at large but also on the intellectual and spiritual one. It is possible to create the conditions of formation of such diverse nature of innovation environment by using the tools of internal marketing, provoking the emergence of ideas. But innovative activity requires successful implementation of ideas which provides additional value, and it is already the prerogative of the external marketing technologies. Innovative projects are to ensure sustainable development of the company as a whole while creating the appropriate company image in the market. One of the main tasks of project marketing is a careful integration of all marketing tools that accompany the emergence of a new value as a result of project activity, with the company image already created or only being formed. The integration technology should take into account the characteristics of a marketing project support we identified. These include the need to also provide a multi-level marketing impact on the target audience, the location of sources of information about the project activities and its results, both inside and outside of the project team, the prevalence of internal marketing tools, the need for continuous marketing support at all stages of the project life cycle. Developing the integration of marketing tools to increase the effectiveness of project activities, as well as providing innovative development by competent marketing support for any project, implemented by the company, is nowadays a significant step in the development of the theory and practice of both marketing and project management.