Marketing Innovation

Marketing objectives
-Understanding of innovation in marketing
-Understanding of competitive advantage
-Understanding of marketing capabilities to create competitive advantage

Why innovation?
Competitive landscape has been characterized by four overriding factors :
1. Change
2. Complexity
3. Chaos
4. Contradiction

How we make innovation?
Innovation can be classified to:
1. New product
2. New production method
3. New market
4. New resources
5. New organizational structure