EXIT FROM INNOVATION CRISIS OF UKRAINE AND IDENTIFICATION OF NEW ECONOMIC ZONES OF PROBLEM MARKETING AND LOGISTIC SITUATIONS

Анотація

Urgency of the research. The globalization of business permeates all spheres of life of economic agents and their functioning can not be successful without increasing the social value of marketing and logistics. Target setting. The competent detection of problem areas in the field of marketing and logistics can influence the speed of the exit from the innovation crisis in various sectors of the economy. Actual scientific researches and issues analysis. Significant contributions to the development of the methodo-logical provisions on the problems of innovation economics and the interaction of marketing and logistics were made by foreign and domestic scientists, such as I. Ansoff, F. Kotler, V. L. Dykan, S. N. Illyashenko, Ye. V. Krykavsky, N. I. Chukhray et al. Uninvestigated parts of general matters defining. In the field of marketing and logistics include both hidden large reserves and the potential for emerging from crisis situations and the innovative development of market participants. The objective of the research is to identify new economic zones of problem marketing and logistics situations and development of a systematic approach in innovation management activity on macro- and mіcro levels. The statement of basic materials. Identification of new economic zones of problem marketing and logistics situations for the purpose of implementation of the system approach to management of innovation activity is given. The scheme of interaction of marketing and logistics with the change of priorities in the activity of the innovative active enterprise is shown. Conclusions. Identification of problem areas and stable relationships of market agents opens up new perspectives for enriching the content of marketing and logistics relation-ships and their emergence from the innovation crisis.

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