Corporate Innovation (RLE Marketing)

Marketing and Strategy
1. Auflage 2014
ISBN: 978-1-138-79240-1
Verlag: Routledge

Buch, Englisch, 282 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 593 g

Reihe: Routledge Library Editions: Marketing

This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.

Autoren/Hrsg.

Foxall, Gordon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: Effective Innovation 1. Introduction to Part 1. 2. Innovation in Perspective 3. Strategies of Innovation 4. Marketing-oriented Innovation Part 2: Innovative Buying 5. Introduction to Part 2 6. Patterns of Adoption and Diffusion 7. Innovative Behaviour Part 3: New Product Development 8. Introduction to Part 3 9. The Location and Evaluation of Marketing Opportunities 10. The Development and Testing of New Products Part 4: Conclusion 11. Marketing, Innovation and Strategy

Über Autor(innen)

Multivolume collection by leading authors in the field