Technology and Innovation for Marketing

Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas (Autoren)

Buch | Softcover

130 Seiten

2018
Routledge (Verlag)
9781138323179 (ISBN)

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Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant.

In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage.

Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.

Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK. Clara Bassano is an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US. Constantinos-Vasilios Priporas is a Senior Lecturer in Marketing at Middlesex University Business School, UK.

Part 1: Strategy development 1. Introduction to the Innovation Theory for marketing Purposes 2. Innovation as a business process 2 3. Understanding innovation solutions 4. Sources of Innovation 5. Open innovation and collaboration 6. Consumer acceptance of innovation Part 2: Implementation and practice 7. Creating new products and services 8. Capturing the benefits of innovation 9. Capture learning from innovation 10. Concluding remarks and exercises

Erscheinungsdatum	03.10.2018
Zusatzinfo	4 Tables, black and white; 4 Line drawings, black and white; 1 Halftones, black and white; 5 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	174 x 246 mm
Gewicht	274 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-13	9781138323179 / 9781138323179
Zustand	Neuware