Innovation in marketing and example of applications

In our quick changing world, companies faced with the necessity of making innovation as an indispensable component to get sustainable competitive advantage. Although innovation firstly flashes in minds with production development, marketing is also one of the component of it. Marketing innovation is applying a new marketing method which will make an important change on product or package design, product positioning, product promotion or pricing strategy. In this study the innovation which nowadays appears frequently in front of us is enlightened, the position of it in marketing science is analyzed and how the innovative companies enlarged their business is explained with different examples from Turkey and from all over the world.Key words: Marketing, Innovation, Types of Innovation