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.
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.
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
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
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