Innovation in marketing / edited by Peter Doyle and Susan Bridgewater.
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. Ba...
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| Online Access: |
Full Text (via Taylor & Francis) |
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| Corporate Author: | |
| Other Authors: | , |
| Format: | eBook |
| Language: | English |
| Published: |
London :
Routledge,
2011.
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| Series: | Marketing series (London, England)
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| Subjects: |
| Summary: | 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. |
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| Item Description: | "Published in association with the Chartered Institute of Marketing." Originally published by Butterworth-Heinemann in 1998. |
| Physical Description: | 1 online resource (xii, 225 pages) : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780080508788 0080508782 1283642816 9781283642811 6613955310 9786613955319 |