The Essence and Types of Marketing Design in the Innovative Development of Retail Trade Structures

The article presents an approach to the organization of marketing management of innovative development of a retail trade structure based on marketing design. Marketing design is considered as a way to organize marketing management, which allows you to effectively allocate available resources to achieve the goals and objectives of innovative development. It is also necessary to take into account the high degree of significance of the pre-market (pre-project) period of innovation development, in which all subjects of innovation activity participate. The paper defines the main elements and stages of marketing design. Based on the analysis of current market practice, the classification of marketing projects for innovative development of retail trade structures is justified.