This edited volume brings together academics from both innovation
and marketing fields to explore the additional value for companies
that can be generated with the innovations in marketing and the
marketing of innovations. If ideas need to reach the marketplace,
then marketing strategies, concepts and tools - such as the
continuous development of new product and services - become vital
for their success. On the other hand, marketing management is
influenced by innovation as illustrated by the way social media and
Internet have revolutionized the traditional marketing-mix. Such
linkages between innovation and marketing research need to be much
stronger as companies have to convince internal and external
stakeholders to achieve successful innovation
strategies. State-of-the-art research output from
different perspectives would suit the needs of a researcher
as well as the company CEO alike.
General
Imprint: |
Springer International Publishing AG
|
Country of origin: |
Switzerland |
Release date: |
October 2016 |
First published: |
2015 |
Editors: |
Alexander Brem
• Éric Viardot
|
Dimensions: |
235 x 155 x 13mm (L x W x T) |
Format: |
Paperback
|
Pages: |
230 |
Edition: |
Softcover reprint of the original 1st ed. 2015 |
ISBN-13: |
978-3-319-34387-7 |
Categories: |
Books >
Business & Economics >
General
|
LSN: |
3-319-34387-4 |
Barcode: |
9783319343877 |
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!