The article discusses how innovative marketing is important for businesses to adapt to market changes and introduce new products and services. It explains that innovative marketing involves using new strategies in product design, distribution, promotion, and pricing. The research shows that innovative marketing is crucial for businesses, especially in high-tech industries and the service sector. It also highlights key elements of innovative marketing, such as creating and promoting innovative products, services, and technologies. The study suggests various ways businesses can use innovative marketing, like using digital tools for marketing research, choosing eco-friendly marketing concepts, and optimizing pricing strategies with innovative approaches.