eBook - ePub

Innovation in Marketing

Name: Innovation in Marketing
ISBN: 9781136015212

Peter Doyle,

Susan Bridgewater,

224 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Innovation in Marketing

Peter Doyle,

Susan Bridgewater,

About this book

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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Yes, you can access Innovation in Marketing by Peter Doyle,Susan Bridgewater in PDF and/or ePUB format, as well as other popular books in Business & Management. We have over one million books available in our catalogue for you to explore.