Corporate Innovation (RLE Marketing) Marketing and Strategy Routledge Library Editions: Marketing Series
Auteur : Foxall Gordon
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
Part 1: Effective Innovation 1. Introduction to Part 1. 2. Innovation in Perspective 3. Strategies of Innovation 4. Marketing-oriented Innovation Part 2: Innovative Buying 5. Introduction to Part 2 6. Patterns of Adoption and Diffusion 7. Innovative Behaviour Part 3: New Product Development 8. Introduction to Part 3 9. The Location and Evaluation of Marketing Opportunities 10. The Development and Testing of New Products Part 4: Conclusion 11. Marketing, Innovation and Strategy
Multivolume collection by leading authors in the field
Date de parution : 08-2014
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 160,25 €
Ajouter au panierDate de parution : 11-2015
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 53,83 €
Ajouter au panierThèmes de Corporate Innovation (RLE Marketing) :
Mots-clés :
advertising; marketing; Innate Innovativeness; West Germany; Innovative Buyers; Entrepreneurial Alertness; Product Development Process; Product Market Scope; Discontinuous Innovations; Corporate Innovation; Company's Product Portfolio; Industrial Buying Process; BCG Approach; Product Class Life Cycle; Customer Innovators; Marketing Mix; Routinised Response Behaviour; Consumer Innovators; Test Marketing; Industrial Buying; Product Timing Window; Project SAPPHO; Directional Policy Matrix; Responsive Strategy; Concept Testing; Product Diffusion Process; Product Design Variable