Innowacja marketingowa w handlu detalicznym – przegląd obszarów badań
Marketing innovation in retail sector - review of research areas

Summary/Abstract: The main goal of the paper is a review of the research areas focusing on a phenomenon of marketing innovation with a special emphasis put on marketing retail innovation. The review allowed to define and systemize the main forms of marketing innovation and draw some new emerging fields of research on marketing retail innovations on the basis of the four described marketing retail innovations: innovation of retail business model, flux innovation, organizational innovation and relationship innovation which make up a conceptual proposal of marketing innovation in retail sector.

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