An examination of the relationship between innovation strategies and marketing strategies:The example of Gaziantep province

Today's rapid changes and technological developments have also affected the competition conditions of firms. Firms' standing up and keeping their survival depend on how to keep up with the rapid changes that take place and to create awareness. The best way to achieve this, is possiblefor firms to pass on their innovations to all areas of their work. However, although innovation is important for companies, innovative products can not be found on the market as long as they are not marketed with a good marketing strategy and the goal will not be reached. The aim of this study is to determine the relationships between innovation strategies and marketing strategies and demonstrate the effect of this situation on firm performance. The study consists of three parts. İnnovation in the first part, marketing strategies in the second part are examined in detail. In the third part, informations about the innovation strategies and marketing strategies are given and the studies, which are done, related to both are given. In order to determine the relationship between innovation strategies and marketing strategies, data were collected by face-to-face survey method on 159 companies in Gaziantep. As a result of the study, it was determined that there is a meaningful relationship between innovation strategies and marketing strategies.