Abstract
Abstract. Purpose – To reveal modern scientific approaches to understanding the essence of marketing innovations and to form actual priorities of their formation and development in business entrepreneurship. Methodology – The study was conducted using methods of comparison, analogy, analysis and synthesis, abstraction, generalization, systematic approach. The sources of the research are scientific periodicals, theoretical and analytical articles, works of Kazakh and foreign authors, which consider current and progressive scientific approaches to understanding the essence of marketing innovations, their application. Originality/value – The authors have considered in detail and disclosed the theoretical foundations and characteristics of the essence of marketing innovations, given their definition, developed a common logic of application in practice in the system of business entrepreneurship, taking into account the leading functions of marketing. For systematic and integrated application of marketing innovations in the practice of industrial and economic activity, a modern classification of them taking into account the world trends of science and practice. Findings – In order to keep up with the rapidly changing needs of the market and to make maximum use of the opportunities that open up in the external environment, small, medium and large enterprises, businessmen and entrepreneurs, constant systematic and multilevel work is required not only on new products, technologies, but also on the development of complex economic mechanisms of relations between the surrounding world – consumers, partners, competitors. The relevance of this research topic is due to the fact that it is the development and implementation of marketing innovations in market conditions is one of the most important and determining ways to maintain high rates of development and improve the competitiveness of enterprises, firms, companies, brands and brands.