MARKETING-THE BASIS OF STRATEGY AND TECHNOLOGY DEVELOPMENT OF INNOVATIVE PRODUCTS
The article illustrates the marketing system that is necessary and important in all stages of innovation from market goal setting up to diffusion (spread) of innovation, and is a part of the modern system of management in any institution of higher education. The authors represent the stages of technology transfer and implementation of intellectual property rights in technical universities. The authors characterize the features of commercial realization of intellectual property of the university and the role of marketing in the process.
Keywords: marketing, technology, competitiveness, Intellectual Property, innovative products, innovative market.
Vera Y. Tyurina, Doctor of Economics, Professor; Arkady P. Plotnikov, Doctor of Economics, Professor. - State Technical University of Saratov named after Y.A. Gagarin.