MARKETING INNOVATIONS IN THE ECONOMY: PROBLEMS AND DEVELOPMENT PROSPECTS
Keywords: innovation, marketing news, sustainable development, sustainable competitive advantage, social networks
Abstract. The growing importance of innovation in the function of achieving sustainable competitive advantage has defined an entirely new concept and innovative classification. Today, the term innovation not only means a significant improvement in process and product technology, but it also refers to an innovative process in the field of human resources, especially in marketing management. For the reasons mentioned above, the article pays special attention to the analysis of marketing innovations and their increasingly significant impact on the process of achieving sustainable competitive advantage.