{"id":"https://openalex.org/W4200396342","doi":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","title":"INNOVATION MARKETING TOOLS IN THE ENTERPRISE MANAGEMENT SYSTEM","display_name":"INNOVATION MARKETING TOOLS IN THE ENTERPRISE MANAGEMENT SYSTEM","publication_year":2021,"publication_date":"2021-12-06","ids":{"openalex":"https://openalex.org/W4200396342","doi":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4"},"language":"en","primary_location":{"id":"doi:10.35433/issn2410-3748-2021-2(29)-4","doi":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","is_oa":true,"landing_page_url":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","pdf_url":"http://eui.zu.edu.ua/article/download/246280/243834","source":{"id":"https://openalex.org/S4210230605","display_name":"Economics Management Innovations","issn_l":"2410-3748","issn":["2410-3748"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310322422","host_organization_name":"Mechnikov Institute of Microbiology and immunology","host_organization_lineage":["https://openalex.org/P4310322422"],"host_organization_lineage_names":["Mechnikov Institute of Microbiology and immunology"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Economics. Management. Innovations","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"http://eui.zu.edu.ua/article/download/246280/243834","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5024574103","display_name":"Anastasiya Kovpaka","orcid":"https://orcid.org/0000-0002-1913-133X","observed_orcids":["https://orcid.org/0000-0002-1913-133X"]},"institutions":[{"id":"https://openalex.org/I4210144440","display_name":"Zhytomyr Ivan Franko State University","ror":"https://ror.org/044ghaj56","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210144440"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Anastasiia Kovpaka","raw_affiliation_strings":["\u0416\u0438\u0442\u043e\u043c\u0438\u0440\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0424\u0440\u0430\u043d\u043a\u0430"],"raw_orcid":"https://orcid.org/0000-0002-1913-133X","affiliations":[{"raw_affiliation_string":"\u0416\u0438\u0442\u043e\u043c\u0438\u0440\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0424\u0440\u0430\u043d\u043a\u0430","institution_ids":["https://openalex.org/I4210144440"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5079431150","display_name":"Iryna V. Mosiichuk","orcid":"https://orcid.org/0000-0001-7664-7853","observed_orcids":["https://orcid.org/0000-0001-7664-7853"]},"institutions":[{"id":"https://openalex.org/I4210144440","display_name":"Zhytomyr Ivan Franko State University","ror":"https://ror.org/044ghaj56","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210144440"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Iryna Mosiichuk","raw_affiliation_strings":["\u0416\u0438\u0442\u043e\u043c\u0438\u0440\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0424\u0440\u0430\u043d\u043a\u0430"],"raw_orcid":"https://orcid.org/0000-0001-7664-7853","affiliations":[{"raw_affiliation_string":"\u0416\u0438\u0442\u043e\u043c\u0438\u0440\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0424\u0440\u0430\u043d\u043a\u0430","institution_ids":["https://openalex.org/I4210144440"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5075501976","display_name":"\u0406\u043d\u043d\u0430 \u041e\u043b\u0435\u043a\u0441\u0430\u043d\u0434\u0440\u0456\u0432\u043d\u0430 \u041a\u043b\u0456\u043c\u043e\u0432\u0430","orcid":"https://orcid.org/0009-0004-4998-8811","observed_orcids":["https://orcid.org/0009-0004-4998-8811","https://orcid.org/0000-0001-7412-379X"]},"institutions":[{"id":"https://openalex.org/I4210144440","display_name":"Zhytomyr Ivan Franko State University","ror":"https://ror.org/044ghaj56","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210144440"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Inna Klimova","raw_affiliation_strings":["\u0416\u0438\u0442\u043e\u043c\u0438\u0440\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0424\u0440\u0430\u043d\u043a\u0430"],"raw_orcid":"https://orcid.org/0000-0001-7412-379X","affiliations":[{"raw_affiliation_string":"\u0416\u0438\u0442\u043e\u043c\u0438\u0440\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0424\u0440\u0430\u043d\u043a\u0430","institution_ids":["https://openalex.org/I4210144440"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210144440"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":null,"issue":"2(29)","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.6137999892234802,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.6137999892234802,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.3522999882698059,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.01679999940097332,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/innovative-marketing","display_name":"innovative marketing","score":0.953000009059906},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.7620000243186951},{"id":"https://openalex.org/keywords/conversational-marketing","display_name":"conversational marketing","score":0.8149999976158142},{"id":"https://openalex.org/keywords/omnichannel-marketing","display_name":"omnichannel marketing","score":1.0},{"id":"https://openalex.org/keywords/artificial-intelligence-in-marketing","display_name":"artificial intelligence in marketing","score":0.9129999876022339},{"id":"https://openalex.org/keywords/predictive-analytics","display_name":"predictive analytics","score":0.921999990940094},{"id":"https://openalex.org/keywords/programmatic-advertising","display_name":"programmatic advertising","score":0.7699999809265137},{"id":"https://openalex.org/keywords/customer-lifecycle","display_name":"customer life cycle","score":0.5979999899864197},{"id":"https://openalex.org/keywords/customer-lifetime-value","display_name":"customer lifetime value","score":0.8489999771118164},{"id":"https://openalex.org/keywords/customer-centricity","display_name":"customer-centricity","score":0.7009999752044678},{"id":"https://openalex.org/keywords/personal-data-protection","display_name":"personal data protection","score":0.824999988079071},{"id":"https://openalex.org/keywords/marketing-automation","display_name":"marketing automation","score":0.6869999766349792},{"id":"https://openalex.org/keywords/business-management","display_name":"business management","score":0.46799999475479126}],"concepts":[{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.6362870931625366},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.6346538662910461},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6225399971008301},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5554535984992981},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.5320020318031311},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.5111847519874573},{"id":"https://openalex.org/C127107974","wikidata":"https://www.wikidata.org/wiki/Q350884","display_name":"Business marketing","level":3,"score":0.4929358959197998},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.4569159150123596},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.44331279397010803},{"id":"https://openalex.org/C15306905","wikidata":"https://www.wikidata.org/wiki/Q6770925","display_name":"Marketing science","level":4,"score":0.4343080520629883},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3558957874774933},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3470023274421692}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.35433/issn2410-3748-2021-2(29)-4","doi":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","is_oa":true,"landing_page_url":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","pdf_url":"http://eui.zu.edu.ua/article/download/246280/243834","source":{"id":"https://openalex.org/S4210230605","display_name":"Economics Management Innovations","issn_l":"2410-3748","issn":["2410-3748"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310322422","host_organization_name":"Mechnikov Institute of Microbiology and immunology","host_organization_lineage":["https://openalex.org/P4310322422"],"host_organization_lineage_names":["Mechnikov Institute of Microbiology and immunology"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Economics. Management. Innovations","raw_type":"journal-article"},{"id":"pmh:oai:ojs.journals.uran.ua:article/246280","doi":null,"is_oa":true,"landing_page_url":"http://eui.zu.edu.ua/article/view/246280","pdf_url":null,"source":{"id":"https://openalex.org/S4377196123","display_name":"Scientific periodicals of Ukraine","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430. \u0423\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f. \u0406\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457; \u2116 2(29) (2021): \u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430. \u0423\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f. \u0406\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.35433/issn2410-3748-2021-2(29)-4","doi":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","is_oa":true,"landing_page_url":"https://doi.org/10.35433/issn2410-3748-2021-2(29)-4","pdf_url":"http://eui.zu.edu.ua/article/download/246280/243834","source":{"id":"https://openalex.org/S4210230605","display_name":"Economics Management Innovations","issn_l":"2410-3748","issn":["2410-3748"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310322422","host_organization_name":"Mechnikov Institute of Microbiology and immunology","host_organization_lineage":["https://openalex.org/P4310322422"],"host_organization_lineage_names":["Mechnikov Institute of Microbiology and immunology"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Economics. Management. Innovations","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9","score":0.651199996471405}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4200396342.pdf","grobid_xml":"https://content.openalex.org/works/W4200396342.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7115611757","https://openalex.org/W7129004679","https://openalex.org/W4400986499","https://openalex.org/W4281679423","https://openalex.org/W4402540453","https://openalex.org/W4206032373","https://openalex.org/W4388541868","https://openalex.org/W7222982890","https://openalex.org/W2945874455","https://openalex.org/W4414460222"],"abstract_inverted_index":{"The":[0,49,125,228],"article":[1,50],"is":[2,37,171,196,233],"devoted":[3],"to":[4,157,173,206,215,221,252],"the":[5,52,60,64,68,71,77,158,161,169,174,180,183,189,192,199,203,208,212,222,238,244],"issue":[6,236],"of":[7,20,40,43,62,67,89,160,176,182,188,191,202,211,226,230,240],"managing":[8,63],"innovative":[9,44,56],"marketing":[10,45,57,65,73,85,129,150,200],"in":[11,31,55,131,168,237],"a":[12,18,28,38,165,218],"modern":[13],"competitive":[14],"market":[15],"environment.":[16],"As":[17],"result":[19],"research":[21],"has":[22],"been":[23],"established":[24],"that":[25],"innovations":[26],"play":[27],"crucial":[29,197],"role":[30],"ensuring":[32],"economic":[33],"growth.":[34],"However,":[35],"there":[36],"problem":[39],"inefficient":[41],"use":[42],"among":[46],"domestic":[47],"enterprises.":[48],"considers":[51],"main":[53,72],"trends":[54,74],"and":[58,81,92,117,153,179,224,249,254],"clarifies":[59],"importance":[61],"activities":[66],"enterprise.":[69],"Among":[70],"were":[75],"considered":[76],"following:":[78],"digital,":[79],"conversational":[80],"omnichannel":[82],"marketing.":[83],"New":[84],"technologies":[86],"with":[87],"elements":[88],"artificial":[90],"intelligence":[91],"machine":[93],"learning":[94],"are":[95,133],"considered,":[96],"which":[97],"include:":[98],"predictive":[99],"analytics,":[100],"Programmatic":[101],"platform,":[102],"content":[103],"management":[104,118],"systems,":[105],"SEO":[106,144],"/":[107,145],"SEM":[108,146],"optimization":[109],"tools,":[110,119],"Big":[111],"Data,":[112],"ecommerce":[113],"platforms,":[114],"data":[115,148],"collection":[116],"tag":[120],"management,":[121],"tracking":[122],"unfinished":[123],"sales.":[124],"most":[126],"popular":[127],"digital":[128,241],"skills":[130],"2020":[132],"identified:":[134],"coding,":[135],"development,":[136],"video":[137],"editing,":[138],"copywriting,":[139],"graphic":[140],"design,":[141],"software":[142,152],"expertise,":[143],"experience,":[147],"analysis,":[149],"automation,":[151],"project":[154],"management.":[155],"Due":[156],"reorientation":[159],"business":[162],"towards":[163],"customer-centrism,":[164],"special":[166],"place":[167],"publication":[170],"given":[172],"indicators":[175],"customer":[177,184,231],"uniqueness":[178],"definition":[181],"life":[185],"cycle.":[186],"Knowledge":[187],"calculation":[190],"customer's":[193],"vital":[194],"value":[195,210],"for":[198],"success":[201],"business,":[204],"allows":[205],"increase":[207],"consumer":[209],"company's":[213],"services":[214],"consumers":[216],"through":[217],"timely":[219],"response":[220],"interests":[223],"requirements":[225],"customers.":[227],"confidentiality":[229],"information":[232],"an":[234],"important":[235],"era":[239],"marketing,":[242],"so":[243],"paper":[245],"studies":[246],"some":[247],"technology":[248],"basic":[250],"ways":[251],"identify":[253],"protect":[255],"users'":[256],"personal":[257],"data.":[258]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2021-12-31T00:00:00"}
