Process of Promotion of Innovation Products to the Market: Essence and Specific Features of Organisation

The article uses analysis of theoretical and practical approaches to organisation of the process of bringing finished products to the final customer, used in the domestic and foreign practices, in order to identify the essence and goal of the process of promotion of innovation products to the market, specifies stages of promotion of innovation products, marks out specific features of their organisation with consideration of specific features of the object of promotion - an innovation product. Detailed consideration of stages that are connected with formation of the potential market of innovation products and identification of the subjects that take part in promotion of innovation products to the market allows application of the proposed algorithm when promoting innovation products developed for the first time ever. Stage-by-stage study of the process of promotion of innovation products to the market allowed establishment of the fact that realisation of this process cannot be performed without a continuous management of the process.