Innovation in Marketing

ISBN-13: 9781138441071 / Angielski / Twarda / 2017

Peter Doyle

Opis

Presents a collection of material describing both systems innovation and the launch of new products. This book features key themes which include: marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, and effectiveness in innovation.

Spis treści

Chapter 1 Chapter 1 Marketing and innovation, PeterDoyle; Chapter 2 Chapter 2 Cadbury Schweppes: the launch of ‘Oasis’ into the adult soft drinks market, Susan Bridgewater; Chapter 3 Chapter 3 SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush; Chapter 4, Jean-Claude Larréché; Chapter 5 Chapter 5 Land Rover: the Discovery success story, VivienneShaw; Chapter 6 Chapter 6 Rank Xerox: DocuTech, VeronicaWong; Chapter 7 Chapter 7 British Steel's success in the construction industry, Vivienne Shaw; Chapter 8 Chapter 8 BAA: specialist shops, VeronicaWong; Chapter 9 Chapter 9 Virgin Direct: personal financial services, Susan Bridgewater; Chapter 10 Chapter 10 First Direct telephone banking, Susan Bridgewater; Chapter 11 Chapter 11 Orange mobile phones: the future is bright, Susan Bridgewater; Chapter 12 Chapter 12 Psion: the Organiser, Jonathan Freeman; Chapter 13 Chapter 13 Le BonBon plc, Peter Doyle; Chapter 14 Chapter 14 NIS Invotec: a totally innovative business, Stuart Chambers; Chapter 15 Chapter 15 LINX Printing Technologies plc: a ‘high-tech’ start-up, Gordon Murray Index;

O autorze

Peter Doyle, Susan Bridgewater