Marketing and Innovations Management
An Integrated Perspective
1st Edition
Published on 15. May 2010
Book
Paperback/Softback
64 pages
978-1-60198-352-7 (ISBN)
Description
Marketing and Innovation Management provides an understanding of what marketing can bring to the table when it comes to setting innovation strategy and proposes a way to approach research in this domain so that it has the intended effect of helping firms integrate the customer perspective.
More details
Series
Language
English
Place of publication
Hanover
United States
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 3 mm
Weight
105 gr
ISBN-13
978-1-60198-352-7 (9781601983527)
DOI
10.1561/1700000020
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Schweitzer Classification
Content
1. Introduction. 2. Marketing input into the innovation process: "Voice of the Customer" or "Noise of the Customer"? 3. Changing the Focus. 4. Connecting the Adoption Dots: Understanding the Diffusion of Innovations. 5. Launching Innovations in a New Era of Consumerism. 6. Conclusions. References.