Marketing innovations in the operation of commercial enterprises Cover Image

Innowacje marketingowe w działalności przedsiębiorstw handlowych
Marketing innovations in the operation of commercial enterprises

Author(s): Maria Sławińska
Subject(s): Economy, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Marii Curie-Sklodowskiej
Keywords: marketing innovations; retailing; marketing mix instruments; customer value

Summary/Abstract: Marketing innovations in commercial enterprises involve the development of new methods aimed at influencing the target market. Such methods include primarily the implementation of innovative store formats and the introduction of changes to the range of products and services offered, the pricing policy, as well as the location and promotional strategies. This paper aims to explain the nature and features of innovation in retailing and identify the main factors determining its development in the context of creating customer value. The fundamental difficulty faced by commercial enterprises wishing to introduce innovative solutions is the lack of legal protection of new ideas and the ease with which the competitors may follow suit.

  • Issue Year: XLIX/2015
  • Issue No: 1
  • Page Range: 157-167
  • Page Count: 11
  • Language: Polish