SYSTEMATIZATION OF CRITERIA CLARIFYING EFFECTIVENESS OF INNOVATIVE MARKETING PRACTICES IN THE SYSTEM OF ROAD TRANSPORT

This article is dedicated to apply methodological approach related to the criteria clarifying effectiveness of innovative marketing practices in the system of road transport. The main reason of investigating the measures which associated with effectiveness of innovative marketing practices in road transport system is to select effectiveness indicators and apply them into practice. Research results enable criteria related to effectiveness of innovative marketing practices in the system of road transport and its evaluation steps to be applied into practice, provide an opportunity to use methodologies of finding effectiveness of innovative marketing practices as well as helps to make decisions in innovative development.

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