This edited volume brings together academics from both innovation and marketing fields to
explore the additional value for companies that can be generated with the innovations in
marketing and the marketing of innovations. If ideas need to reach the marketplace then
marketing strategies concepts and tools - such as the continuous development of new product
and services - become vital for their success. On the other hand marketing management is
influenced by innovation as illustrated by the way social media and Internet have
revolutionized the traditional marketing-mix. Such linkages between innovation and marketing
research need to be much stronger as companies have to convince internal and external
stakeholders to achieve successful innovation strategies. State-of-the-art research output from
different perspectives would suit the needs of a researcher as well as the company CEO alike.
