Koncepcje wdrażania innowacji marketingowych na przykładzie przedsiębiorstw sektora MSP w województwie zachodniopomorskim
Conceptions of Implementing the Marketing Innovation on the Business Smes Example in the West Pomeranian Region

Summary/Abstract: In order to increase the innovativeness of the West Pomeranian region, it is important to focus on supporting marketing innovation in enterprises. This kind of innovation is quite natural for small enterprises or are services companies. Changes in the process of customer service or in the way of promotions activities that are done under pressure from a highly competitive market can be very motivating to take action in innovative marketing. Thus, it can be noted that the implementation of marketing innovations very often is forced by sustaining changes.

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