Gordon Foxall

Corporate Innovation (RLE Marketing) (eBook, ePUB)

Marketing and Strategy

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 282
• Erscheinungstermin: 15. September 2014
• Englisch
• ISBN-13: 9781317647232
• Artikelnr.: 41506125

Autorenporträt

Multivolume collection by leading authors in the field

Inhaltsangabe

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