Rola marketingu w procesie kreowania innowacji

Krystyna Mazurek-Łopacińska , Magdalena Sobocińska

Abstract

The 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.
Author Krystyna Mazurek-Łopacińska (ES / IM / DMR)
Krystyna Mazurek-Łopacińska,,
- Department of Marketing Research
, Magdalena Sobocińska (ES / IM / DMR)
Magdalena Sobocińska,,
- Department of Marketing Research
Journal seriesLogistyka, ISSN 1231-5478, (B 10 pkt)
Issue year2015
No2 (CD nr 2)
Pages969-975
Languagepl polski
Score (nominal)10
ScoreMinisterial score = 0.0, 25-04-2019, ArticleFromJournal
Ministerial score (2013-2016) = 10.0, 25-04-2019, ArticleFromJournal
Citation count*3 (2019-12-02)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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