Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation
. Ed(S): Brem, Alexander; Viardot, Eric
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Description for Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation
hardcover. Adoption of Innovation Editor(s): Brem, Alexander; Viardot, Eric. Num Pages: 236 pages, 15 black & white illustrations, 20 colour illustrations, biography. BIC Classification: KJC; KJMV6; KJMV7; KJS. Category: (P) Professional & Vocational. Dimension: 235 x 155 x 14. Weight in Grams: 520.
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 ... Read more
Show LessProduct Details
Format
Hardback
Publication date
2015
Publisher
Springer Switzerland
Number of pages
236
Condition
New
Number of Pages
230
Place of Publication
Cham, Switzerland
ISBN
9783319145228
SKU
V9783319145228
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About . Ed(S): Brem, Alexander; Viardot, Eric
Alexander Brem is Professor of Technology and Innovation Management at the University of Southern Denmark . Moreover, he is the founder and partner of VEND consulting GmbH, Nuremberg. His current research interests include idea and innovation management, technology management and entrepreneurship. He is author of several journal articles and books, as well as reviewer and editorial board member of various international ... Read more
Reviews for Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation
“The book offers readers that are interested in a certain area of innovation an effective way of embracing different facets of it. These varied research areas revealed throughout the chapters including but not limited to innovation and stakeholders (internal and external), adoption of innovation, business model innovations, vision and innovation can be considered the primary strength of the book. … ... Read more