Innovation in Marketing

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book Innovation in Marketing by Peter Doyle, Susan Bridgewater, Taylor and Francis
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Author: Peter Doyle, Susan Bridgewater ISBN: 9781136015212
Publisher: Taylor and Francis Publication: October 2, 2012
Imprint: Routledge Language: English
Author: Peter Doyle, Susan Bridgewater
ISBN: 9781136015212
Publisher: Taylor and Francis
Publication: October 2, 2012
Imprint: Routledge
Language: English

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.

This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.

Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.

This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.

Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

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