Buch, Englisch, 146 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 254 g
Buch, Englisch, 146 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 254 g
ISBN: 978-1-138-32317-9
Verlag: Taylor & Francis Ltd (Sales)
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.
Weitere Infos & Material
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