 Innovative marketing, what is the role innovative marketing plays in the entrepreneurial marketing. So it has two dimension, innovation and marketing. Innovation in marketing is an activity that involves new ideas that have a positive impact to a new product and service. We conceive new ideas, new thoughts and then we transfer them to a new product or a service. Marketing is a process that involves marketers to communicate product and service information to consumer. The product you have developed uses multiple media to reach potential customers. The customer and the product in mind. So the innovative marketing concept is all about market research into customer needs. So that's the first dimension. So you are not focusing what you can do, the technology which you have. I can do this product, I can make this service. So before that it is necessary to understand what the customer is requiring. So, or as Steve Jobs used to say, I would let the customer think that what he wants. So market research into customer needs, customers behavior and trends. How do people behave? How do people buy things? How do people develop what they like? Then keeping in view your capability, what you can do and understanding what the customer requires. Develop a prototype and changes within product design. You make a prototype, a sample and initially test marketing on it. And then you change it by keeping in view how the market is responding. Or then in this continuous way you reach and finalize a product which you think you can produce as well as which will be liked by the customer at large. Then the usual function includes the pricing, the product in a unique way in such a way that it remains a tractor. Maybe lesser than the regular products available in the market or out of the box price which is lesser than all your competitors price. So it should be done in a unique way so that it distinguishes your product price from the prices of other products, similar products or competitive products available in the market. Then promoting products in an unconventional way. Launching a product in a unique place. The launch is an innovative marketer, it doesn't do it in a regular way. In fact, it finds a way to do it. Now virtual launching has started. So virtual launching is also something which you can say is a unique way of launching. Then exploring new markets to increase sales and profitability. Increasing the market segment. You don't base the product on a traditional segment. In fact, you want to cross over it to see more markets and segments in which this product can be sold more successfully. So maybe you have a humble beginning with one segment and then keep increasing the segment in order to increase the penetration of your product or the service. Then monitoring, continuous monitoring the dynamics of business world that are changing on regular basis and adjusting marketing strategies accordingly. So an innovative marketer makes the product and only markets it and then focus on its product development is not its purpose. Keep in mind that market dynamics are changing. People's requirements are changing. People's needs are changing. Preferences are changing. New products are coming in the market. Market is a very competitive world which is changing again and again. So keep a regular gauge, a regular check on the changes on the market dynamics. What are the changes in the market dynamics? What are the new products coming? How are the competitors reducing their prices? How are the competitors making their products more attractive? And what do you have to do in competition? So that's being done on a regular way. If not, then the product has a clear danger of being failed in the marketplace.