Corporate Innovation (RLE Marketing)
Marketing and Strategy
1st Edition
Published on 26. November 2015
Book
Paperback/Softback
282 pages
978-1-138-96682-6 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 15 mm
Weight
436 gr
ISBN-13
978-1-138-96682-6 (9781138966826)
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Schweitzer Classification
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Additional editions
E-Book
09/2014
1st Edition
Routledge
€64.49
Available for download
E-Book
09/2014
1st Edition
Routledge
€64.49
Available for download
Book
08/2014
1st Edition
Routledge
€206.70
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Person
Multivolume collection by leading authors in the field
Content
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