Marketing mechanisms in the activity of the regional innovation ecosystem

摘要

The paper examines marketing problems in the activity of the innovative ecosystem of the region, the main directions of world trends in the field of innovation. The study is aimed at adapting traditional marketing methods to the specifics of the innovation market in the context of conflicting global competition in order to achieve a stable position of innovative subjects in the market of innovations. The factors that determine the life cycle of innovative ecosystems and the reasons for the very modest results of their activities are identified. The evolution of the content of the marketing mix is considered and the future of innovation is associated with marketing transformations towards customer satisfaction and retention in the innovation market. Marketing in environmental systems has a multi-circuit and multi-layer configuration structure, focused on all the special actors of the innovation ecosystem.