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INNOVATION IN MARKETING

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Author(s): Dr. C. Arjunan

Journal: Journal of Management and Science
ISSN 2249-1260

Volume: 2;
Issue: 4;
Start page: 105;
Date: 2012;
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ABSTRACT
INTRODUCTIONIt is possible in marketing, as in any other field, to apply the principles of creativity and the processes of innovation, to find new ways of marketing effectively. This article is going to look at a slightly different issue around innovation: how innovation in the enterprise – innovations in products and services – creates special challenges for the marketing function. In fact, as we‘ll see, true, radical innovation is a traditional marketer‘s nightmare.
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