Innovators can create ingenious ideas by using different marketing methods. Companies which stimulate marketing innovations have a better chance of striving at the market due to the fact that the marketing is the essential part of the product development. It has been proven that the investment in research and innovations has a strong impact, thus the countries which invest the most in these two areas obtain better results than the ones investing less. Not only is the importance of investing highly recognized, but it increases the competitiveness as well. It aids in environmental protection, supports resource efficiency, suppression of poverty, etc. Accordingly, new employment positions open and the world becomes a better place for living and working. In addition, by introducing different measures the market situation changes. Utilizing this kind of strategy, new environment encouraging the creation of new ideas will be ensured. New economy demands the introduction of contemporary points of view and deep and radical changes in the society and economy. It all comes down to increasing the population's life standard and consumption. Regarding the marketing and innovations within the economy, the quality of the capital and labor and production factors are necessary. Production factors in today's economy create knowledge, education, compentence and other types of innovations. Based on these notions, new thoughts have risen. As follows, recent market changes have happened because of the new conditions which are being dealt with in a modern way. For example, entrepreneurship becomes more connected with the labor market and establishes the development in the widest layers of the society, the greatest potentials. The most important thing to do is to accept the challenges of managing the country and leading it alongside the conditions of constant technological changes and marketing innovations. As a state, we enjoy a solid ground on which to build competitive advantage through innovations.