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PROSPECTS FOR THE USE OF INNOVATIONS IN INTERNATIONAL MARKETING

Efremova Yulia   (Ph.D. in Philology, Associate Professor, Samara State University of Economics )

Koryagina Inga   (PhD in History, Associate Professor, Plekhanov Russian University of Economics)

Tarasova Olga Valerievna  (senior lecturer, Volga State Transport University)

In the era of digital transformation and globalization, international marketing is undergoing significant changes. Companies are forced to adapt their strategies by introducing innovative approaches to successfully enter global markets. The article discusses the main trends and prospects for the use of innovations in international marketing. The problems and ways to solve them in the field of using innovations in international marketing in modern conditions are identified. The author concludes that the main problems of using innovations in international marketing are: the lack of specialists able to work with new technologies in international marketing; the problem of differences in legislation in different countries, which creates obstacles to the use of innovations; consumer resistance to innovation and automation of marketing communications. The article suggests possible ways to solve the identified problems. In general, the introduction of innovations in international marketing opens up broad prospects for companies, despite the existing problems. With the right approach to education, legal regulation and consumer resistance, companies can significantly strengthen their positions in the global market. When considering the prospects for the use of innovations in international marketing, emphasis is placed on the use of marketing tools that allow the promotion of products and services based on ethical and sustainable practices.

Keywords:marketing, international marketing, innovations, innovative technologies, innovations in marketing, digital marketing
 

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Citation link:
Efremova Y. , Koryagina I. , Tarasova O. V. PROSPECTS FOR THE USE OF INNOVATIONS IN INTERNATIONAL MARKETING // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2025. -№01. -С. 39-43 DOI 10.37882/2223-2974.2025.01.08
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