Update on the use of innovative marketing techniques in economic and political spheres in modern society

The article substantiates the topicality of the use of innovative marketing techniquesin economic and political spheres. Marketing management is considered by theauthors as a leading concept and system of innovative technologies and practicesthat manage the development of economic and political systems effectively. In amodern market economy particular importance is paid to consumer governanceand electoral behavior. For these purposes it uses a variety of traditional and in-novative marketing and digital technologies. The most promising of these, due tothe authors, are neuromarketing, celebrity marketing, product placement, mobileand viral marketing, social media marketing.