Innovation in Marketing

ISBN-13: 9780750641210 / Angielski / Miękka / 1998 / 240 str.

Susan Bridgewater; Susan Bridewater; Peter Doyle

Opis

A collection of empirical material describing both systems innovation and the launch of new products in the late 1990s. The key themes include the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management and effectiveness in innovation.

Spis treści

Marketing and innovation by Peter Doyle; Cadbury Schweppes; the launch of 'Oasis' into the adult soft drinks market by Susan Bridgewater; SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush by Veronica Wong; Virgin Atlantic Airways: ten years after by Jean-Claude Larreche; Land Rover: the Discovery success story by Vivienne Shaw; Rank Xerox: DocuTech by Veronica Wong; British Steel's success in the construction industry by Vivienne Shaw; BAA: the specialist shops by Veronica Wong; Virgin Direct: personal finance services by Susan Bridgewater; First Direct telephone banking by Susan Bridgewater; Orange mobile phones: the future is bright by Susan Bridgewater; Psion: the Organiser by Jonathan Freeman; Le BonBon plc by Peter Doyle; NIS Invotec: a totally innovative business by Stuart Chambers; LINX Printing Technologies plc: a 'high-tech' start-up by Gordon Murray.

O autorze

Peter Doyle, Susan Bridgewater