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By
Chartered Institute of Marketing (corporate author),
Susan Bridgewater (editor) and
Peter Doyle (editor)
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Bibliographic Detail
Publisher
Routledge
Publication date
July 20, 1999
Pages
300
Binding
Paperback
Book category
Adult Non-Fiction
ISBN-13
9780750641210
ISBN-10
0750641215
Dimensions
0.50 by 6.25 by 9.50 in.
Weight
0.80 lbs.
Published in
Great Britain
Original list price
$65.95
Summaries and Reviews
(view table of contents)
Amazon.com description: Product Description: 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.
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.
Editions
Paperback
The price comparison is for this edition
from Routledge (July 20, 1999)
9780750641210 | details & prices | 300 pages | 6.25 × 9.50 × 0.50 in. | 0.80 lbs | List price $65.95
About: Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.
About: Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.
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