3.7. Operational innovative marketing.

Arts marketing manager is to the company's profit increased both due to both an increase in sales of a single product, and the emergence of new variants and models of the same product.

At the stage of operational marketing developed specific forms of implementation of the chosen innovation strategy. Operational marketing is aimed at maximizing profits and sales, to maintain the reputation of the company, to expand market share. It is closely linked with the concept of "components of marketing" ("Marketing Mix" or "4P"), which are operational embodiment of decisions made in the process of marketing management in the enterprise.

In addition to developing the components of marketing, operational marketing management in the enterprise include:

• Develop a written marketing plan, which brings together the company's marketing strategy. The plan serves as a guide for the staff of the enterprise engaged in marketing activities.

• Preparation of estimates, integrating the process of marketing within the overall budget of the enterprise

• Control the marketing of the company (control of annual plans, profitability, efficiency and strategic control).

Theme 8 Managing Innovation in small business.

1. Innovation Management.

2. Innovation management in the small enterprises.

Innovation is subject to influence from the economic mechanism. Economic mechanism affects both the processes of creating, implementing, and promoting innovation and economic relations arising between producers, sellers and buyers of innovation.

The impact of the economic mechanism for innovation by using certain techniques and specific management strategies. Together, these techniques and strategies form a kind of control mechanism innovation - innovation management.

Managing Innovation - a relatively new concept in the scientific, technical, industrial, technological and administrative domain of professional managers. Innovation management is based on the following key points:

1: Finding ideas that serves the basis for this innovation.

2 Organization of the innovation process for this innovation.

3 The process of promoting and implementing innovation in the market.

Innovation management includes strategy and tactics of control.

The strategy defines the overall direction and method of use of the funds to achieve this goal. After reaching the goal direction and strategy as a means of achieving the goal ceases to exist.

Tactics - are specific methods and techniques to achieve this goal in the particular setting. Task tactics innovation management is the art of choosing the optimal solutions and techniques to achieve this solution most appropriate in this economic situation.

4.2. Innovation management in a small business.

The need for innovative development of a small business makes new demands on the organization, content and methods of administrative activity.

Organization of innovation management in the enterprise is a system of measures aimed at the rational combination of all the elements in a single process of innovation management.

This transition to a new and better way of organizing activities, providing growth opportunities of small enterprises. The very fact that the introduction of innovation in the enterprise indicates the transition to a higher level of production capacity, that is an indicator of the company's development.

Organization of innovation management into a single system connects the above elements of the process of innovation management.

The process of organizing innovation management at the enterprise consists of the following interrelated steps:

• Identify the purpose of managing innovation.

• The choice of strategy management innovation.

• Identify methods of management innovation.

• Development of a program management innovation.

• Organization of work on the implementation of the program.

• Monitoring the implementation of the planned program.

• Analysis and evaluation of innovation management techniques.

• Correction methods management innovation.