Marketing Management in Urban Passenger Transportation Innovations
Purpose: This main aim of the article is to explore possible approaches to innovation marketing management by the example of urban passenger transportation. Design/Methodology/Approach: In modern conditions with the digitalization of the economy enterprises that provide transportation services are aimed at managing through artificial intelligence. Modern transport depends on the preferences of the population, based on philosophy of automation, intellectualization while at the same time is focused on the quality of transportation, elimination of losses and cost reduction. The specifics of marketing activities in the urban passenger transportation market is of particular importance in this study, taking into account the formation of the marketing innovation toolkit in the urban passenger transportation market under these specifics. Findings: A model for innovational marketing management in the urban passenger transportation sector was developed and justified, which includes six key innovation management blocks based on marketing functions: research, forecasting, information, organizational, advertising and practice. Practical implications: In practice, it is about creating a concept necessary for the provision of transport services for passengers transportation, based on the use of innovational marketing. The basic directions for the introduction of innovations at the enterprises of urban passenger transport are proposed. Originality/value: In the field of urban passenger transportation in the digital economy, new opportunities are opening up for development by applying innovational marketing, the practical implementation of which ensures increased efficiency and increases the demand for public transport services.