INNOVATIVE TECHNOLOGIES IN THE ADVERTISING ACTIVITIES OF THE COMPANY

Abstract

This article presents the reports how new technologies are acting as a key component of change, forcing firms to adapt to new processes, which in turn are disrupting existing hierarchies. The unfavorable conditions of these components create opportunities for marketers who have not been considered as key players at the board level. Thus, it creates conditions for a wide release of innovations and a quick return on investment. To successfully manage innovation, marketing must not only focus on internal management and facilitation, but also enable enterprise-wide market orientation to become the dominant tool of the firm. The article describes their methodological features. The article describes their methodological features, which are aimed at their direct impact on the effectiveness of innovation.