Features of the Formation of a Complex of Marketing Communications of Social Innovative Projects.

The active use of the innovative approach to the development of individual organizations and national economies has already proved its effectiveness. In a long list of technological, food related, organizational and other innovations that have already become customary, a special place today is occupied by social innovations. Innovations in the social sphere are designed to provoke social changes and promote the solution of socially important tasks by introducing new ideas, technologies, and strategies. The innovative approach to the organization of activities has traditionally been enhanced by the use of project management technologies. This leaves an imprint on the methods of using marketing tools to accompany social innovation. After all, marketing technologies can ensure the effectiveness of each stage of the life cycle of the project, from the initiation of social innovation to ensuring its acceptance by potential receivers of social benefits. The importance of the competent use of the complex of marketing communications in raising the effectiveness of social innovation projects is justified within the framework of this research. The study also defines additional requirements for the technology of forming a complex of marketing communications of social innovations imposed by the use of the project approach. These requirements relate to an additional target-oriented, timing and resource integration of social innovation project marketing communications. The paper also presents the results of the first stage of research aimed at identifying the features of the formation of a complex of marketing communications of social innovation projects initiated by two groups of entities: representatives of government bodies and representatives of commercial organizations. [ABSTRACT FROM AUTHOR]