Innovative marketing is a principle of enlightened marketing that requires a company to continually strive for real product and marketing improvements. This principle is a defense against inertia and complacency that lead to stagnation and market retreat.
Innovative marketing requires the constant exploration of new ideas, the development of more effective distribution channels, and the implementation of creative marketing communications. Companies that implement it consistently create new value for customers and stay ahead of competitors by introducing market breakthroughs.
