ABSTRACT
This chapter outlines a systematic methodology for planning a marketing innovation through a step-by-step procedure. Marketing innovation planning is an applicable methodology for figuring out the different aspects of the interested market and accordingly finding out the most feasible and efficient innovative marketing mix solutions while considering the evolution of the relevant market and its customers' expectations. The chapter provides a working model for innovation planners to take the necessary actions for planning their marketing innovations. Three fundamentals of marketing innovation planning are market gap, capabilities, and innovations. In the framework of the planning pattern, the chapter passes through the following six steps to develop the best marketing innovation plans: collect market data and orientation, investigate and clarify the market gap, clarify capabilities and relate to market gap, develop alternative innovations, evaluate and accept the best plan, implementation plan.
