Modern aspects of innovative marketing. Problems and prospects of using innovative marketing by business in Ukraine

The article discusses modern aspects of innovative marketing. The existing definitions of the term "innovative marketing" are analyzed, the author's definition is proposed, the essence and main goals are indicated. General aspects of innovative marketing are analyzed: application of new technologies, orientation to changes in consumer behavior, integration of digital platforms for product promotion, adaptation to changes in the competitive environment. A comparison of innovative marketing with traditional marketing is made, the advantages and disadvantages of innovative marketing are highlighted. The tools of innovative marketing, possible strategies, as well as the stages of developing an innovative marketing strategy are indicated. The problems of the implementation of innovative marketing at the enterprises of Ukraine are highlighted, and the prospects are encouraging, taking into account the global trends of digitization and the growing interest in new technologies in business.