Adoption of innovation : balancing internal and external stakeholders in the marketing of innovation / Alexander Brem, Éric Viardot, editors.

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts a...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Other Authors:	Brem, Alexander (Editor), Viardot, Eric (Editor)
Format:	eBook
Language:	English
Published:	Cham : Springer, 2015.
Subjects:	Technological innovations > Management. Technological innovations > Economic aspects.