Marketing innovation

A marketing innovation is the implementation of a new marketing method (marketing idea or strategy) that differs significantly from the previous marketing method used by the enterprise and that has not been previously used by the enterprise. A requirement for a marketing innovation is that it involves significant changes in the product design or packaging, product placement, product promotion or pricing.

Seasonal, regular and other routine changes in marketing methods are not considered marketing innovations.

Validity of the definition

  • 1 January 2008 - 31 December 2018

Source organisation

  • OECD