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The main objective of this book is to bring together the fields of marketing innovation and to keep a strong emphasis on innovation as a key to market success. Different chapters of this book, using multi-functional research from marketing, management, macroeconomics, and strategy literature, will give you some insight into the most important current innovation marketing related issues. The chapters provide readers with a full presentation of appropriate innovation marketing theory and detailed coverage of practical concerns. Title is an ideal text for business school programs and also provides guidance for executives and managers seeking a better understanding of the value of marketing innovation.

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PISKàTI, ISTVµN. PhD. Professor. The major fields of his educational and research activity are business marketing, marketing of innovations, marketing strategy and social marketing.MOLNµR, LµSZLà. PhD. Assistant professor. He focuses on marketing research, research methodology, innovation marketing, product and service development.

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