Preparations for marketing innovations


Activities related to the development and implementation of new marketing methods not previously used by a firm. They include the development and planning of new marketing methods and the work involved in their implementation. Activities related to marketing innovations include only those for developing and implementing new marketing methods, not expenditures for using these methods in daily business. This category also includes the acquisition of other external knowledge and of machinery, equipment, and other capital goods and training that are specifically related to marketing innovations.

Source definition

OECD and Eurostat (2005), Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data, §340.