Theoretical basis of innovative development management as a key element in forming an enterprise's marketing strategy.

Subject of study. Theoretical and methodological foundations of research on the management of innovative development as a key element in the formation of an enterprise's marketing strategy. The aim of the study. Theoretical, scientific, methodological and applied issues of managing the innovative development of an enterprise are substantiated. According to the study, methodological approaches for effective management of innovative development are determined, which include: analysis of the innovative potential of the enterprise; planning of innovations; financial support for innovations; risk assessment. Research methods. The methodological basis of the study is a set of methods of scientific knowledge, namely logical, system-structural and others. Results of work. Also, practical aspects of managing the innovative development of an enterprise are identified, which include: supporting a culture of innovation; financial support for innovations; assessing the effectiveness of innovations. It has been established that effective management of the innovative development of an enterprise is based on a systematic approach, strategic planning, integration of new technologies and constant market analysis. The article presents indicators of marketing innovative management of enterprise development, which is a tool for assessing the effectiveness of the implementation of innovations and the results of marketing strategies. The main methods of managing the innovative development of an enterprise include the following: methods of strategic management of innovative development; project management methods; knowledge management methods; change management methods; financial and economic methods; methods of technological development; methods of personnel motivation and others.