Whether it is product, service or strategy oriented, Innovation is a key to a company's growth and a key to successful marketing. There are many courses available, as well as books on the subject. It is a part of marketing that is often ignored or left for others in the organization to manage; this should not be the case. Innovation must be an integral part of every marketing plan, and it must be managed both internally, throughout processes and product development efforts, as well as externally, promoting the results of innovation to the marketplace. Innovation makes a company a leader and it ensures higher profits. By making innovation part of your professional development training, you will set yourself up for success as an integral part of your company's future.