Year: 2017
Type: article
Abstract: Marketing and innovative operations are closely connected areas of enterprising activity. Marketing support of innovative process is inscribed into the stream of researches over the economical knowledge transformation in a form of implementing the results of research to practical application. Nonetheless, it appears that marketing innovation itself is not obviously considered in activities of SME sector. It is often misguidedly identified with marketing of innovation. The purpose of the paper is to raise the question of innovations and the classification of them with specific compliance of marketing character as well as dimensions of marketing innovation and its customization for the management of service companies.
Source: Marketing i Zarządzanie
Author: Monika Spychalska-Wojtkiewicz
Institution: University of Szczecin
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2790509007