Technology and Innovation for Marketing

Business & Finance, Marketing & Sales
Cover of the book Technology and Innovation for Marketing by Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas, Taylor and Francis
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Author: Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas ISBN: 9780429837074
Publisher: Taylor and Francis Publication: August 28, 2018
Imprint: Routledge Language: English
Author: Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas
ISBN: 9780429837074
Publisher: Taylor and Francis
Publication: August 28, 2018
Imprint: Routledge
Language: English

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.

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

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.

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