Formation of the Innovation Component of Marketing Technologies of Enterprises That Produce Mineral Waters

The article considers main marketing technologies of building competitive advantages by enterprises that produce Ukrainian mineral waters. It considers individual innovations of the conceptual (eco-marketing) and applied (branding, benchmarking and competitive reconnaissance) nature with consideration of their significance for participants of this market. It offers directions of increasing the innovation component of topical marketing technologies with the aim of implementation of their results into management of competitive advantages of enterprises. It draws a conclusion about a necessity of: reducing evident and growth of a number of latent competitive advantages, based on intellectual technologies, and also development and realisation of a conceptual model of providing marketing innovations in the system of managing competitive advantages of enterprises; and formation of the system of monitoring marketing innovations with the aim of development of additional services and means of building competitive advantages of enterprises that produce mineral waters.