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.
General
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