ABSTRACT
This chapter provides new approaches to marketing triggered by the increasing impact of innovation, in order to support students, scholars and practitioners to take advantage of technology-based innovations through a more comprehensive and realistic perspective. It proposes empirical and theoretical contributions, models, approaches, methods, tools and case studies that contribute towards explaining the phenomenon, to all those seeking to understand the innovative force currently affecting marketing. Innovation theory is a relatively new approach for marketing research, which is increasingly acquiring the attention of academics and practitioners alike. Traditionally, it is employed by business and management practitioners and scholars to describe and understand the extent to which innovations can be successfully managed and engaged within an organization facing environmental changes. In fact, the possibility of innovating successfully for engaging consumers is solicited by the continuous advances in technology, which make available several innovative and interactive systems with different monetary investments, benefits and risks.
