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Creative Marketing in the development of an innovation product


Sergey Efimushkin, Alla Ovsyannikova, Sergey Ryzhenko
(about the authors)

Efimushkin Sergey Nikolaevich – Ph.D. in Economics, Associate Professor, Department of Management Ph.D. in Technical Science, Head of the Office of Research and InnovationBauman Moscow State Technical University

Ovsyannikova Alla Borisovna – Ph.D. in Economics, wholesale market regulation manager“Enel OGK-5”, OJSC, Russian Ministry of Energy

Ryzhenko Sergey Nikolaevich – Ph.D. in technical science, department of science and innovations BMSTU n.a. N.E. Bauman

Published in:
Creative Economy
– № 10 / October, 2013



Keywords: informational and communicational approach, innovation, marketing, R&D management


Citation:
Sergey Efimushkin, Alla Ovsyannikova, Sergey Ryzhenko (2013). Creative Marketing in the development of an innovation product. Creative Economy, 7(10), 3-14. — url: http://bgscience.ru/com/lib/1158


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Abstract:

The article provides the technique of marketing support of R&D process, which includes tools for analyzing external and internal environment, building a future innovation market model, for risk assessment and elaboration of R&D growth plan based on minimization of market risks. The article deals with the problem of formation of information and communication interactions between the levels of the organizational structure for the integration of the marketing function in the management of R&D activities.







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