Marketing in the value chain: identify research perspectives

The authors suggest that marketing and innovation are increasingly becoming the key competencies for the market leaders, because it provides the adoption of innovations to the customers and their loyalty. However, the interaction model of marketing and innovation is still poorly understood. The article discusses the main differences between the mechanisms of interaction the marketing and R & D, as well as marketing tools in different parts of the value chain (up and down stream). The authors suggest that these differences are due to the dominance of different types of innovations in up and down stream - the revolutionary and evolutionary. The article also formulates the main directions for future research in the field of B2B marketing, associated with the development of methodologies (models, tools, methods, tools) the marketing innovation in the value chain based on the principles of collaborative economy (interaction and resource sharing).