Abbas Khosravi - Software Engineer
Seyed Mojtaba Hosseinifar - MA Student of Management
Najme Roozmand - Student of Psychology

Success of an innovative idea in the market depends on the value crea tion, communication, distribution and exchange with its stakeholders. In novators and entrepreneurs face many challenges when trying to sell their innovative ideas. This paper shows the important link between the basic marketing theory and challenges in practice. It concludes by recommend ing how to create a better foundation to increase the market share and overall success of an innovation in the market

market share, marketing strategy, marketing communications, selling in novations