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This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and...

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and...