| Criterion |
Marketing Innovation |
Innovation marketing |
| Content |
The use of traditional tools, solutions methods from the arsenal of marketing to market new products |
The above + Independent direction in marketing, associated with the use of innovative tools, solutions and methods, including those associated with the introduction and sale of new products |
| Subject |
Novelty at all stages of the innovation process |
Previously listed + New or existing product, accompanied by innovative tools, solutions and methods in the implementation of the innovation process |
| Technology and solutions |
Traditional (applicable to novelty) |
Innovative (applicable to an existing product and a novelty) |
| Subject |
Marketing management of the innovation process |
The entire range of marketing activities applied to the entire cycle of the innovation process, from market analysis and product idea creation to the marketing of a new or existing product to the consumer |
| Tools used |
Assessing the potential for innovation, market demand for the innovation, managing the innovation |
The above + new types of analytical work, promotion and positioning |
