CORRELATION OF THE CONCEPTS INNOVATIVE MARKETING AND MARKETING OF INNOVATIONS IN THE CONTEXT OF PROMOTION OF GOODS AND SERVICES
Olga BLAGORAZUMNAYA, Free International University of Moldova, Larisa TRIFONOVA, Moldova State University
Abstract
This article analyzes the relationship between the concepts of innovative marketing and marketing of innovations
with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation
marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of
mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the
development and implementation of marketing strategies that are not limited to the area of innovation. On the other
hand, marketing of innovations acts as a more practical component aimed at promoting innovations and innovative
products on the market. This article presents a comparative analysis of these concepts, revealing their parallels, differences and synergistic aspects within the framework of promoting goods and services. The study highlights new
approaches and strategies that promote the effective use of innovation marketing and marketing of innovations for
advertising purposes.
Keywords: marketing, innovation, innovation marketing, marketing of innovations, product promotion, goods,
services.
