Marketing communications in the market of innovative goods

Therefore, the purpose of the article is to review a number of fundamentally new products or services and steps that ensured their success in the market; to determine whether the classical marketing toolkit is suitable for such benefits, whether fundamentally new approaches work. A review of the communication policy of fundamentally new goods and services in the world markets, producers of the so-called “blue oceans” is carried out. The marketing toolkit of specific innovative products, its classic and newest aspects, as well as the result of its application are analyzed. Using Vocaloid™ as an example, the phenomenon of “promotion efforts multiplier” is noted as a special form of network marketing. The positive and negative aspects of crowd funding as a specific business model of activity, its features in the context of a collective investment filter and an alternative to the corporate model of production are identified. The article examines the example of the authors’ CBC communication model which takes into account a business either as an intermediary between the communication channels of consumers (also in the form of a platform or resource), or as dependent on them...