MARKETING INNOVATION IN THE MODERN ENTERPRISE
The necessity to create a marketing plan for innovation, coordination and organization defines its realization, but also its economic success. It is shown that the concept of marketing innovation is the basis of all marketing services, market research and the search for competitive strategy. Identified six principal stages of marketing strategy, market analysis and operational marketing. Presented strategic and operational components of the innovative marketing, having a social orientation. The analysis of economic conditions associated primarily with common opportunistic tendencies and research forming factors.