Rola innowacji marketingowej w strategii przedsiębiorstwa
The role of marketing strategy in business strategy

Summary/Abstract: The introduction of innovation as one of the company requires a number of management activities, methods and techniques of organization. The introduction of innovation as an element characterizing the company, requires a range of management activities, methods and techniques of organization. One of the main factors, unifying innovation with the company is strategy, which undoubtedly sets long-term goals, decide on the allocation of resources and the appropriate course of action. In first part of article author focuses on clarifying definition of marketing innovation and its division in contemporary business practice. The aim of the next part of the publication is verification of the empirical data regarding the amount and type of marketing innovation implementation. As an final goal the author chose to determine the place of innovation in marketing strategy company in Poland.

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