Technology and Innovation for Marketing

1. Auflage 2018
ISBN: 978-1-138-32315-5
Verlag: Taylor & Francis Ltd (Sales)

Buch, Englisch, 146 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 440 g

Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant.

In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage.

Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Pantano, Eleonora

Bassano, Clara

Priporas, Constantinos-Vasilios

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: Strategy development 1. Introduction to the Innovation Theory for marketing Purposes 2. Innovation as a business process 2 3. Understanding innovation solutions 4. Sources of Innovation 5. Open innovation and collaboration 6. Consumer acceptance of innovation Part 2: Implementation and practice 7. Creating new products and services 8. Capturing the benefits of innovation 9. Capture learning from innovation 10. Concluding remarks and exercises

Über Autor(innen)

Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK.

Clara Bassano is an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US.

Constantinos-Vasilios Priporas is a Senior Lecturer in Marketing at Middlesex University Business School, UK.