Алексеева Т. В.

In the article we have considered the questions connected with the definition of a new system of views on the concept of a high-tech marketing and innovation sensitivity, the life cycle of the adoption of technology and segmentation of consumers in the process of eliminating the susceptibility of consumers on the basis of the cumulative curve of implementation of new technologies and gaps in susceptibility.

In the article on the basis of research in the framework of the scientific schools, the definition of the process to develop the marketing strategy for crisis management. There is a particular importance are the strategies of competitors, their advantages, the logic of behavior in a specific market (product, investment, financial, resource). On the basis of the research proposes a methodology of efficiency of realization of marketing strategy.