Formation of innovation and marketing strategy of modern TNCs.

Abstract

Firms’ outputing trajectory of economic growth is determined by many factors, among which great attention should be paid to the key marketing strategy. This problem is particularly important for multinational corporations. Since globalization is a major trend of the modern world economy, particularly relevant issue is to study the activities of TNCs. Taking into account the fact that modern society is in the transition stage and the formation of post-industrial developed countries in the innovation economy, marketing strategies are closely related to the innovation strategy of the firm. The article deals with theoretical aspects of the problem of TNK marketing strategy formation – innovative and marketing oriented to balance the interests of companies, consumers and society. In this paper we analyzed the space occupied by multinational companies in the world economy, considered an effective marketing strategy tools and studied the characteristics of formation and application of company’s innovative marketing.