SCIENTIFIC AND METHODICAL FOUNDATIONS OF ENTERPRISE COMMUNICATION POLICY FORMATION IN THE SYSTEM OF INNOVATIONS MARKETING

The article considers the peculiarities of formation of enterprise communication policy in the system of innovations marketing. It was defined that the conditions of uncertainty, turbulence, and competition aggravation have led to an increased importance of innovative direction of enterprise development. Achieving the efficiency of such development envisages its effective promotion, that defines the role of innovations marketing. The authors’ approach to the definition of innovations marketing was formed. It is suggested to define innovations marketing as a systemic consumer-oriented activity of the enterprise aimed at the identification of the possible niches and directions of innovative development, as well as at the promotion of economic entity activities in this sphere. The key features of innovations marketing which distinguish it from the traditional marketing were generalized. It was substantiated that one of the peculiarities of innovations marketing is a high level of requirements to the efficiency of communication with stakeholders, which defines the role of communication policy. The communication policy is considered as the activities performed to inform and remind consumers about the company’s product, form a positive image, and establish mutually beneficial relationships with counterparties. The purpose of the communication policy in the innovations marketing system is defined as ensuring enterprise competitiveness on the basis of innovative development by establishing efficient internal and external communications. The scientific and methodical foundations of communication policy formation were generalized, including goals, directions (internal and external), approaches (product-oriented, consumer-oriented, system), principles and tools. The key principles include the following: reasonableness, goal-orientation, alternativeness, efficiency, scientific-based, systematicity, adaptability, and evolutionism. The tools of communication policy are divided into three groups, such as basic, synthetic, and innovative. The role of marketing information systems is outlined.