The Impact of Marketing Capabilities on Growth of Better Innovation

Abstract

The paper presents results of the influence of marketing capabilities on the company’s innovation. The research has encompassed the analysis of sources of marketing capabilities (in the areas of marketing communications, market research, appropriate sales force and new product development can lead to higher innovation. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customer’s needs which also lead to better company’s innovation. Key words: innovation, marketing capability, marketing mix, marketing activity