Rola marketingu w procesie kreowania innowacji
Krystyna Mazurek-Łopacińska , Magdalena Sobocińska
AbstractThe article presents the changes in the concepts and tools of marketing, as well as in the area of innovation, which are associated with the transition from supply innovation to demand innovation and assigning increasing importance to social innovation. Presenting the role of marketing in the process of creating innovation required displaying the connections found between the characteristics of the innovator and the distinguishing features of the concept of marketing. Particular attention has been devoted to the virtualization of social life and the development of digital media, which broaden the applicability of marketing in the process of creating innovation.
|Journal series||Logistyka, ISSN 1231-5478, (B 10 pkt)|
|No||2 (CD nr 2)|
|Score|| = 0.0, 25-04-2019, ArticleFromJournal|
= 10.0, 25-04-2019, ArticleFromJournal
|Citation count*||3 (2020-07-04)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.