Youth as a recipient of marketing innovations in activities of companies providing municipal services

Abstract

Companies operating in the utilities sector has little interested in the problems of marketing and marketing innovations. Now the situation is changing because more utilities providers are beginning to analyze the needs of their clients. From the point of view of marketing science is not the end of the examined the specific nature and scope of innovation in the utilities sector, taking into account the perspective of the customer which is the youth and children. This paper tries to complement this knowledge. The article raises the issue of marketing innovations aimed at young people as a group of prospective clients companies providing municipal services. In the theoretical part presents the concept of innovation and characterizes the essence of marketing innovations. It also presents a model of innovation services with references to the utilities sector. These issues are illustrated by practical examples of marketing innovations, which the public is young people as a priority group from the point of view of the development strategy of companies operating in the utilities sector.