The Development of Marketing Innovations in Retail Trade

Innovation in trade is the end result of innovation activity, realized through transformation trade technologicalprocess. The use of innovative marketing tools is systematic character; therefore, this article summarizes knowledgeabout marketing technologies in retail trade. Author’s position is to justify the feasibility of using a systematic approach inoperational activities trading enterprise. A systematic approach to retail trade involves the interconnection of production,trade technological process and management superstructure. Marketing and trade technology intersect in the organizationalprocess. By marketing technology, the authors understand a complex of interrelated techniques, methods ofinfluence and decision-making that form the trading company’s strategy for managing its position in the market, selectionand achievement of goals. Methodology for evaluating innovative marketing technologies allows you to evaluate theeffectiveness of their application in the trade and technological process. Usage marketing innovations in trade helps makemanagement decisions, builds consumer loyalty to the enterprise, increases its competitiveness.