Rola koncepcji marketingowej w zarządzaniu innowacjami
The role of marketing concept in innovation management

Summary/Abstract: The factor that forces innovation and innovation management at enterprises is environment’s influence. In particular, the issue is here with the challenge, which is globalisation that requires application of proper concepts of management, adequate to the projects being undertaken. This allows the enterprise for adaptation and modernisation, enables survival and implementation of goals – acquisition of competitive advantage and customers’ acceptance. The article concerns presentation of importance of the marketing concept and description of its impact on innovation management. It is assumed that this concept significantly assists in creation and implementation of innovative projects at enterprises. Of a particular importance is marketing research, which delivers indispensable information in the process of strategic enterprise management, including innovation management.

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