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. Aim. To analyze the features of using modern innovative technologies in the field of marketing in order to increase the competitiveness of industrial enterprises. Methodology. Theoretical and methodological bases of application of modern innovative marketing technologies necessary for the organization of the process of integrated management of competitiveness indicators are highlighted. Results. The key features of modern innovation marketing are defined and its main components are highlighted. The factors influencing the indicators of innovation activity of industrial enterprises are structured. Research implications. It was concluded that innovation is a unique asset that qualitatively affects the main indicators of competitiveness, which, in turn, leads to the emergence of fundamentally new products, services and technologies.
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Zemlyanskaya et al. (2020) studied this question.
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