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Technology and Innovation for Marketing
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Artikel-Nr:
9781138323179
Veröffentl:
2018
Erscheinungsdatum:
28.08.2018
Seiten:
130
Autor:
Eleonora Pantano
Gewicht:
254 g
Format:
246x174x8 mm
Sprache:
Englisch
Beschreibung:
Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK.
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.
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