FUNCTIONS OF MARKETING OF INNOVATION IN INNOVATIVE DEVELOPMENT OF INDUSTRIAL CORPORATE STRUCTURES

Abstract

The article reveals the problems of marketing of innovation as a significant tool in raising the commercialization level of research and development and technologies of industrial corporate structures. Based on the results of theoretical analysis, the role of marketing of innovation in the development of the innovation process is characterized. Three significant functions of marketing of innovation are identified and described: predictive, strategic and activator. The essence of ESG marketing and human-centricity in the innovation process development is revealed. Recommendations are given for the development of marketing of innovation in industrial corporate structures.