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MARKETING INNOVATION
THEORETICAL ASPECTS
Margarita IŠORAITĖ
Vilniaus Kolegija/ University of Applied Sciences,
Faculty of Business Management, Vilnius, Lithuania.
Abstract
The article analyses concept innovation, marketing innovation and marketing innovation in practice.
Innovation marketing is essential if you want to maintain competitive advantage and/or maximize shareholder
value. Innovation marketing is a subject and a practice which is changing because the underlying knowledge in
the social sciences that support it is changing. Innovation marketing consists of micro-economic data (e.g.,
price, quantity and behavioral data, the understanding of human behavior from psychology, anthropology and
sociology).
Keywords: marketing, innovation, new product and market.
Introduction
The innovation marketing develops the marketing philosophy all across the innovation
process that arises from the process of ideas that respond to the customer desires and
needs as an unquestionable goal to the control of results of the innovation launching. The
word "innovation" is related to the middle French territory fifteenth century word
"inovacyon" , which refers to "renewal" or a new form of the granting of an existing object,
as well as the upgrading and replacement of the term , equivalent to the Latin word
"novara" (Thrush, & Jakubavičius, Getxo, 2003), the English version of "innovation" and
"novation" terms, while Russians used the word "innovation". Dictionaries of the Lithuanian
language give the term "novelty". However, as the most recent sources (Staškevičius, 2004)
defines innovation as a process of change in which a given social system is created, the
recognized and implemented tangible and intangible cultural elements (models), the use of
new scientific knowledge and the introduction of new technologies legally enacted higher
quality products manufacture seeking for the improved services. Contemporary theoretical
innovation is based on the perception of a series of conceptual assumptions related to
changes in economic activity. Modern innovations goal is primarily a product of various
intellectual creation, assimilation and dissemination (Ginevičius, 1995).The aim of the article
- analyze the marketing innovation theoretical aspects. The object of this research is
innovation marketing. Research methods: comparative analysis and a literary analysis.
The concept of innovation
Novelty - is the object which is the axis of innovation, whereas new technical solutions -
innovations is the core of innovation. The provided innovation description corresponds to
the understanding of innovation researchers. There are several innovation definitions
(classification), and approaches characterized by a unanimous understanding of scientific
achievements of the development and practical use of the process, which are expressed
through different terminology that is related to a specific problem analysis. For example,
Freeman divided innovation to seven activities, which largely match the innovation life cycle
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