Маркетингово знание и обучение в полза на успешнитe иновации

Abstract

The main purpose of the paper is to identify: first the main shortages and mistakes made by the companies in the innovation process and second the key marketing and management competencies needed for successful innovations. The research primary data are processed through content analysis of the “posts”, interviews and short articles in 13 blogs and Internet sites for innovations. Based on the analysed texts conclusions and ideas for steps and changes are developed which have to be undertaken: first in the marketing teaching process and education and оn second place by the companies in Bulgaria in order to increase their innovation activities and knowledge capacity.