DOI: 10.1108/s1548-643520260000023001 ISSN:
Innovation in Marketing: Marketing Innovation and More
Kenneth B. Kahn, Mayoor MohanAbstract
The distinctive relationship between innovation and marketing has made innovation a fundamental concept in the marketing discipline. While traditionally associated with product development, innovation is a much broader phenomenon, comprising the dimensions of outcome, process, and mindset. By adopting this multidimensional perspective and exploring the key subject areas within each dimension, it becomes clear that the connection between innovation and marketing encompasses a wide range of topics. This chapter presents a framework showing multiple avenues for continued research aimed at deepening our understanding of the elements, considerations, and vernacular surrounding innovation in the marketing discipline.