The article discusses the main preconditions and possibilities for application of the concept of innovation marketing at the enterprises producing the innovation products. The authors have proposed the economic indicators of innovative activities in Russia and abroad. Different approaches to the definition of marketing in the innovation sphere have been analyzed. The characteristics that determine the specificity of modern tools of marketing of innovations and that are related to the need to intensify the innovative activities have been presented. The authors outline the ways for further exploration of the innovation marketing concept and the possibility of using this concept in management of innovations. The article will be of interest for marketing experts and managers of innovative projects .