Marketing resources management in conditions of domestic enterprises’ innovative development

The aim of the article. In the article the urgency of differentiation of concepts marketing potential and marketing resource is examined. The appropriateness of marketing resources allocation into a separate part of the resource base of innovation-directed enterprises is defined. Theoretical bases of marketing resources management for innovation-oriented enterprise are investigated. The author's approach to classification of marketing resources and formation of principles of their management is offered.The purpose of this work is to improve theoretical principles of marketing resources management in enterprises innovative development.The results of the analysis. In the article the content of marketing resources is depth. It is based on a comparative analysis of the nature and content of marketing potential and marketing resources concepts. According to the article marketing resources are considered as means of any type of enterprise, allowing forming an effective system of ideas and products (services) creating, their pricing, promotion, distribution and contributing to improving of enterprises image and customer loyalty.It is determined that the main difference between marketing potential and marketing resources is that marketing resources actually exist in the enterprise, and the potential is a consequence of how this resource will be used during production. In this article marketing of innovative activity is explored.It primarily includes marketing strategies of enterprises development and programs of their realization, possession of a certain market part (segment), formed base of existing and potential customers, availability of existing and potential business relationships, enterprises image, brand of products, trade/commodity mark, availability and work with special marketing computer programs, etc. Marketing resources in the context of enterprises micro- and macroenvironment are considered.The paper presents marketing resources classification that allows to innovation focused enterprises to manage their own marketing resources to ensure their competitiveness. In particular, following features are highlighted: character of formation, degree of processing completeness, level and criterion of implementation, way of reference. Thus, according to degree of processing completeness marketing resources are: fully processed, partially processed, and not processed. For level and criterionof implementation marketing resources are fully implemented, partially implemented, not implemented or will be implemented in the future. By criterion of realization market