Technology and Innovation for Marketing

ISBN-13: 9781138323179 / Angielski / Miękka / 2018 / 130 str.

Eleonora Pantano; Clara Bassano; Constantinos-Vasilios Priporas

Opis

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.

Spis treści

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