Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas

Technology and Innovation for Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 146
• Erscheinungstermin: 28. August 2018
• Englisch
• ISBN-13: 9780429837074
• Artikelnr.: 55438730

Autorenporträt

Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK.

Clara Bassano is an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US.

Constantinos-Vasilios Priporas is a Senior Lecturer in Marketing at Middlesex University Business School, UK.

Inhaltsangabe

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