This graduate thesis connects marketing and innovations into a cohesive whole, providing a clear insight into the possibility of their joint synergetic impact. While marketing is trying to satisfy desires and needs of the consumers, innovations are the engine of the advancement of civilisation, creating new value for the consumers and the society as a whole. For the theoretical part of the paper, secondary data were used in the form of books, scientific and expert articles, as well as the Internet sources, while the practical part of the paper, related to the implementation of the marketing mix on the mobile EBC device, used primary data constructed by the author of this thesis. The main objective of the thesis was the implementation of the marketing mix on the new, innovative product, i.e. mobile EBC device. Mobile EBC device is a permanent product in the phase of introduction to the market, and the main area of implementation, i.e. the main market are the firefighting organizations and the civil protection services. The price of the product is formed according to the cost oriented method, and the distribution is conducted according to the levels 0 and 2 of distribution channel within the country, and according to the level 3 of distribution channel abroad. The promotion of the product is the combination of almost all elements of the promotional mix with emphasis on the direct marketing and promotion via Internet.