Technology and Innovation for Marketing
1st Edition
Published on 28. August 2018
Book
Paperback/Softback
130 pages
978-1-138-32317-9 (ISBN)
Description
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.
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.
Reviews / Votes
This book is a timely must-read for businesses struggling to survive in today's digital era. The authors provide an accessible summary of scientific research and business cases for hands-on learning. Read it and learn from some of the best - enjoy!Kim Willems, Associate Marketing Professor at Vrije Universiteit Brussel, Belgium
Marketing and technology were perceived for years as two separate worlds, but the opportunities offered by technological innovation for research and increasingly effective and targeted marketing actions are more and more evident. In this book, thanks also to many case studies, it is possible to understand that the link between marketing and technology is essential for any business already now and will certainly be in the future.
Daniele Pederzoli, PhD, Marketing Professor, Director of the Retailing Programs, NEOMA Business School
How do marketing academics, practitioners and students keep up with a technology-infused competitive landscape? Reading this book would be a great start! Pantano, Bassano and Priporas have clearly spent a lot of time thinking about and organizing the many challenges that have infused the marketplace in recent years. How can firms stay ahead of these challenges? The book focuses on innovation, the life blood for success in today's dynamic business environment. Weaving together a mixture of practical advice backed up by decades of rigorous academic research, the authors describe key processes behind innovation, and then separately address firms and customers. This comprehensive book is both a great textbook for advanced students, and a wonderful introduction to organizational innovation for anyone wanting to catch right up to the state-of-the-art.
Charles Hofacker, Florida State University, College of Business
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Postgraduate
Illustrations
5 s/w Abbildungen, 1 s/w Photographie bzw. Rasterbild, 4 s/w Zeichnungen, 4 s/w Tabellen
4 Tables, black and white; 4 Line drawings, black and white; 1 Halftones, black and white; 5 Illustrations, black and white
Dimensions
Height: 246 mm
Width: 174 mm
Thickness: 8 mm
Weight
277 gr
ISBN-13
978-1-138-32317-9 (9781138323179)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Eleonora Pantano | Clara Bassano | Constantinos-Vasilios Priporas
Technology and Innovation for Marketing
Book
08/2018
1st Edition
Routledge
€204.90
Shipment within 10-20 days
Eleonora Pantano | Clara Bassano | Constantinos-Vasilios Priporas
Technology and Innovation for Marketing
E-Book
08/2018
1st Edition
Routledge
€60.49
Available for download
Eleonora Pantano | Clara Bassano | Constantinos-Vasilios Priporas
Technology and Innovation for Marketing
E-Book
08/2018
1st Edition
Routledge
€60.49
Available for download
Persons
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.
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.
Content
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