期刊名称：Annals of Dunărea de Jos University. Fascicle I : Economics and Applied Informatics
印刷版ISSN：1584-0409
出版年度：2021
卷号：27
期号：3
页码：141-148
DOI：10.35219/eai15840409234
语种：English
出版社：Dunarea de Jos University of Galati
摘要：The expansion of the concept of innovation is generated both by changes in the pace and lifestyle of individuals and especially by the dynamics of digital technology. Digital technology has become more widespread, contributing greatly to the development of marketing activities related to innovation processes. At the level of companies, there are more and more innovation processes oriented towards the development of marketing activities, organization and configuration of the business, these contributing to the achievement of sustainable competitive advantages. The paper addresses the marketing of innovation both as a consequence of the competitiveness of the business environment and as a necessity imposed by current consumers. The study considers the impact of innovation marketing on the market, namely the analysis of consumer preferences for innovative products, the analysis of a series of correlations to explain consumer purchasing behavior and how these innovative products improve quality of life. Taking into account the specific characteristics of the current environment in the economic, social and technological context, we can consider that innovation marketing is the current way of focusing on business, beneficial to the organization, individual or organizational consumers and society as a whole.
