In this master work is analysed a problem of new services developing and introducing to the market processe‘es planning in business of information technology and telecommunications. Was made the systemical and comparable analysis of the academic marketing theories and methodology, that are used to improve the innovation marketing. Were made empirical marketing researches – customers survey, expert opinion survey, correlation regression anglysis – seeking to identify the factors, influencing growth of the information technology and telecommunications sector‘s companies‘s served wide-stripe internet approach service‘s, that would be advisable to incorporate into innovation marketing model. Making reference to academic marketing theories and empirical marketing researches results, suggested innovation marketing model, that can be used in information technology and telecommunications sector‘s companies that offer internet approach services.

Structure: introduction; problems of innovation marketing improvement in business of information technology and telecommunications; marketing theorie‘s, that are used to improve innovation marketing in business of information technology and telecommunications, systemical analysis; innovation marketing improvement tendencies and practical research in business of information technology and telecommunications; innovation marketing model in information technology and telecommunications business.

Thesis consist of: 91 p. text without appendixes, 22 pictures, 9 tables, 82 bibliographical entries.

Appendixes included.

Raktažodžiai: innovation, new service‘s development and introduction model, internet approach service, new service