A powerful force in the development of modern society is the intensive global spread of information and communication technologies that help to collect, store, analyze and distribute information.Today, there is a clear need for a broadapplications of computer technologies in various fields human activities, and in particular in the protection of the environment. The most important areas are geographic information systems and associated modeling of natural resources, technological processes, as well as data preparation, processing and analyze systems. Currently, the rapid development of computer technology, the introduction of modern computer technologies opens up wide opportunities to achieve a qualitative leap in the level of efficiency of information and control systems in aerospace engineering, manufacturing, transport, economy, ecology, medicine and other areas based on the use of artificial intelligence principles, methods of self-organization and adaptation to changing conditions and goals of functioning, characteristics of the system and the external environment, uncontrolled environment.
This article presents the results of the study of problems related to the management of business activity of high-tech companies, the key components of which are include innovation and marketing activities. These components of entrepreneurial activity are interrelated, because as innovation activity increases, so does the need for increased marketing activity to ensure that the market is ready to consume new products. In turn, it creates conditions for a wide release of innovations and rapid return on investment. It is proposed to evaluate and regulate innovation and marketing activities are carried out using a combination of provided indicators and models. For successful management of innovation and marketing activities relevant mechanisms are required. The article describes their methodological features. Three types of strategic orientations are also considered: customer, technology and combined customer / technology orientation. We analyze their direct impact on the effectiveness of innovation, as well as the deterrent effect of marketing management in terms of the marketing mix about these relationships.
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