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Innovation in Marketing

2012-10-02 Business & Economics
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Release : 2012-10-02
Genre : Business & Economics
Kind : eBook
Book Rating : 213/5 ( reviews)

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Book Synopsis Innovation in Marketing by : Peter Doyle

Download or read book Innovation in Marketing written by Peter Doyle. This book was released on 2012-10-02. Available in PDF, EPUB and Kindle. Book excerpt: Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective. Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

Technology and Innovation for Marketing

2018-08-28 Business & Economics
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Release : 2018-08-28
Genre : Business & Economics
Kind : eBook
Book Rating : 070/5 ( reviews)

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Book Synopsis Technology and Innovation for Marketing by : Eleonora Pantano

Download or read book Technology and Innovation for Marketing written by Eleonora Pantano. This book was released on 2018-08-28. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing and Innovation Management

2010 Business & Economics
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Release : 2010
Genre : Business & Economics
Kind : eBook
Book Rating : 522/5 ( reviews)

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Book Synopsis Marketing and Innovation Management by : Elie Ofek

Download or read book Marketing and Innovation Management written by Elie Ofek. This book was released on 2010. Available in PDF, EPUB and Kindle. Book excerpt: It would be difficult to find a CEO today that would not rank "innovation" as one of the top means by which a firm can sustain growth and survive a harsh competitive environment. However, it is unlikely that many CEOs would place "Marketing" as one of the top functions in charge of formulating innovation strategy or ensuring the success of an innovation initiative. Marketing and Innovation Management discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. Recent work by marketing scholars holds the promise of an increased marketing impact on innovation decision-making. Marketing and Innovation Management reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services. Marketing's role in innovation management can be reinforced by shifting marketing input to innovation and by moving the focus away from quantifying consumer input through surveys and toward uncovering qualitative insights by engaging and observing consumers. This monograph addresses the topic of understanding customer adoption and the diffusion of innovations. The authors review recent developments and demonstrate how marketing concepts and frameworks fit with and enrich those proposed in other disciplines. Finally, Marketing and Innovation Management examines the launch of innovation into the marketplace and how recent trends are changing how marketers approach this critical task. 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.

Strategic Market Creation

2010-01-11 Business & Economics
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Release : 2010-01-11
Genre : Business & Economics
Kind : eBook
Book Rating : 275/5 ( reviews)

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Book Synopsis Strategic Market Creation by : Karin Tollin

Download or read book Strategic Market Creation written by Karin Tollin. This book was released on 2010-01-11. Available in PDF, EPUB and Kindle. Book excerpt: The majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective. This book combines the fields of marketing and innovation management, acknowledging that marketing plays an important and proactive role in radical product, brand and market innovaton processes. Structured around two key themes – 'Knowledge, Processes and Capabilities for Market Creation' and 'Co-Creation of Meaningful Experiences with Customers', this book fills an important gap in the market.

Managing and Marketing Radical Innovations

2008-02-07 Business & Economics
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Release : 2008-02-07
Genre : Business & Economics
Kind : eBook
Book Rating : 308/5 ( reviews)

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Book Synopsis Managing and Marketing Radical Innovations by : Birgitta Sandberg

Download or read book Managing and Marketing Radical Innovations written by Birgitta Sandberg. This book was released on 2008-02-07. Available in PDF, EPUB and Kindle. Book excerpt: This book responds to a growing demand in the academic community for a focus on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process. Unlike other studies

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