Adoption of Innovation

Balancing Internal and External Stakeholders in the Marketing of Innovation

Business & Finance, Management & Leadership, Production & Operations Management, Marketing & Sales
Cover of the book Adoption of Innovation by , Springer International Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9783319145235
Publisher: Springer International Publishing Publication: April 10, 2015
Imprint: Springer Language: English
Author:
ISBN: 9783319145235
Publisher: Springer International Publishing
Publication: April 10, 2015
Imprint: Springer
Language: English

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations.

If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix.

Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations.

If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix.

Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.

More books from Springer International Publishing

Cover of the book Managing Media and Digital Organizations by
Cover of the book Diffractive Optics and Nanophotonics by
Cover of the book Outcome-Based Performance Management in the Public Sector by
Cover of the book Learning Factories by
Cover of the book Soil by
Cover of the book Characterization of Minerals, Metals, and Materials 2019 by
Cover of the book Digital Urban Acupuncture by
Cover of the book How Free Cationic Polymer Chains Promote Gene Transfection by
Cover of the book Questioning the Assessment of Research Impact by
Cover of the book Community-Based Disaster Risk Management in Azerbaijan by
Cover of the book Wired/Wireless Internet Communications by
Cover of the book Siberian Traps and Pt-Cu-Ni Deposits in the Noril’sk Area by
Cover of the book Ultrasound Anatomy of Lower Limb Muscles by
Cover of the book Philosophy and Computing by
Cover of the book Constructions of the Irish Child in the Independence Period, 1910-1940 by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy