Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas

Technology and Innovation for Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 146
• Erscheinungstermin: 28. August 2018
• Englisch
• ISBN-13: 9780429837081
• Artikelnr.: 55438668

Autorenporträt

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.

Inhaltsangabe

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