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Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation (Hardcover)
Loot Price: R3,333
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Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation (Hardcover)
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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.
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