Innovation in marketing – marketing innovation

Abstract

Authors address the issue of the contribution of innovation as well as their interaction with marketing. Is stressed the importance of innovation as a tool for competitive struggle and the need for innovative marketing projects. Marketing in this respect plays an integrating function. Authors note in particular changes that occur in the interaction between marketing and innovation. Authors give particular attention to the use of knowledge in the innovation process. It also aims to influence the innovation process as well as marketing tools is changing the focus and structure of the marketing mix as well as its basic strategy.