INNOVATIVE MARKETING

Innovative Marketing

Innovative Marketing

Introduction

Today, the innovative marketing can be an element of competitive advantage. Firms are placed in different ways in front of innovation in marketing. Most small businesses do not have marketing skills and believe that it is the exclusive prerogative of those of medium and large size and therefore do not pose any problem. For them, the sales are the real "drivers" and then all actions are privileged that lead to their growth (promotions, trade shows, brochures and a little more). Usually they do everything internally with the collaboration of providers outside of the purely executive role.

There are a number of companies that make good use of traditional marketing tools, which use only when they are well established, with the collaboration of agencies and marketing communications, but accepts proposals "do not come out of the box too." (Seltz 1981, 98)

There are companies that have a good aggressive willingness to experiment also on the communication, they turn to advertising agencies and marketing innovative and challenge us to be proactive.

Finally there are a few innovative companies that create Steering Committee, with a number of consultants specializing in innovative marketing, which includes regular meetings to monitor the changes in place and develop innovative strategies. In short, the company offers innovative marketing tools for:

State the brand and products

Have more visibility in the competitive arena

Improve the credibility and reputation

Manage the relationship with the customer

Customer loyalty

Analyze market trends

Be useful for the improvement of its products or develop new ones.

Marketing Theory in today's Turbulent Environment

The process of forming strong demand of the target audience and the possibility of correction, as well as the systematic retargeting consumers' interest, to appear on the market new products and services is a major task, active marketing policy. The much-vaunted view that marketing is primarily the identification of needs and demand; certain groups are not entirely true. And as stated in the "theory of marketing", this element is only part of the overall process by which to achieve a controlled and controlled movement in the market.

Indeed, to give the initiative changeable mood of the consumer, it is not reasonable. It must be built up. That is the strategy followed by all the world's leading corporations. The result of their work speaks for itself (Ahuja, Gautam and Curba 2001, 521).

Classical-the "theory of marketing", does not give specific definitions of the process, the term more as a "controlled market". But in order to get a controlled market, you must create the rules, because every system is distinguished from each other. Chaotic - a lack of ordered motion, and controlled, as its presence. Well, as a consequence, those who create these rules, he also manages.

An excellent example is the promotion of instant coffee in the U.S. In order to convince the Americans to change the traditional tea, these beverage marketers have made a brilliant move, which took a worthy place in the "theory of ...