Marketing of Innovation for SME

摘要

The Marketing of innovation particularises the common marketing concepts into the innovating process focusing in the decreasing of risks, uncertainty and optimisation of resources. The innovation marketing develops the marketing philosophy all across the innovating process from the stabilising of the climate favourable to the arising of the ideas with the customer wants and needs satisfaction as an unquestionable goal to the control of the results of the innovation launching. In the broad successful launching process of innovations there are a borderline between the marketing previous to the product and the launching marketing after the product exists. The previous marketing, frequently forgotten is a "laboratory marketing" and the launching marketing focuses to the consumer with visible actions (Promotions actions).