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Corporate Innovation (RLE Marketing): Marketing and Strategy de Gordon Foxall

Corporate Innovation (RLE Marketing): Marketing and Strategy: Routledge Library Editions: Marketing

Autor Gordon Foxall
en Limba Engleză Hardback – 22 aug 2014
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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Specificații

ISBN-13: 9781138792401
ISBN-10: 1138792403
Pagini: 282
Dimensiuni: 156 x 234 x 20 mm
Greutate: 0.52 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Library Editions: Marketing

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate, Professional, and Undergraduate

Cuprins

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

Notă biografică

Multivolume collection by leading authors in the field

Descriere

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.