David F. Midgley

Innovation and New Product Marketing (RLE Marketing)

• Broschiertes Buch

Produktbeschreibung

This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 298
• Erscheinungstermin: 26. November 2015
• Englisch
• Abmessung: 234mm x 156mm x 16mm
• Gewicht: 456g
• ISBN-13: 9781138972766
• ISBN-10: 1138972762
• Artikelnr.: 44313774

Autorenporträt

Multivolume collection by leading authors in the field

Inhaltsangabe

Part 1: Introduction 1. Innovation and Marketing 2. The Diffusion of
Innovations Part 2: The Social Processes of Innovation 3. Consumer
Innovativeness 4. Communication and Influence 5. Mathematical Theories of
the Social Processes Part 3: The Marketing of New Products 6. Innovation,
The Life Cycle and New Product Strategy 7. New Product Management, The
Organization and Society 8. The Techniques of New Product Development 9.
Predicting Product Performance 10. Conclusions.