Corporate Innovation (RLE Marketing)
Marketing and Strategy
1st Edition
Published on 15. September 2014
282 pages
978-1-317-64724-9 (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
File size
11,96 MB
ISBN-13
978-1-317-64724-9 (9781317647249)
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Schweitzer Classification
Other editions
Additional editions
Book
11/2015
1st Edition
Routledge
€71.40
Shipment within 10-20 days
Book
08/2014
1st Edition
Routledge
€206.70
Shipment within 10-20 days
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
