Abstract

This article examines the role of innovative and strategic marketing in enhancing the competitiveness of businesses in an environment of rapid technological change. Particular attention is paid to a strategic approach to marketing planning, which involves a thorough analysis of consumer needs and market assumptions. The article emphasizes the need for continuous adaptation of product portfolios to changing market conditions and increasing fragmentation of customer segments. The concept of strategic innovation marketing is introduced as a key factor for successful product positioning, while its implementation in business strategies is considered essential for effective management of innovation processes. The final findings of the paper suggest that strategic innovation marketing not only promotes customer retention, but also enables the transformation of business models and supports the long-term growth of firms in an environment of rapidly evolving technologies.