Innovation in Marketing
Peter Doyle author Susan Bridgewater author
Format:Paperback
Publisher:Taylor & Francis Ltd
Published:10th Nov '98
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£180.00(9781138441071)
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.
ISBN: 9780750641210
Dimensions: unknown
Weight: 440g
240 pages