Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation
ISBN-13:
9783319145228
ISBN-10:
3319145223
Edition:
2015
Author:
Alexander Brem, Éric Viardot
Publication date:
2015
Publisher:
Springer
Format:
Hardcover
236 pages
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Book details
ISBN-13:
9783319145228
ISBN-10:
3319145223
Edition:
2015
Author:
Alexander Brem, Éric Viardot
Publication date:
2015
Publisher:
Springer
Format:
Hardcover
236 pages
Summary
Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation (ISBN-13: 9783319145228 and ISBN-10: 3319145223), written by authors
Alexander Brem, Éric Viardot, was published by Springer in 2015.
With an overall rating of 3.6 stars, it's a notable title among other
Leadership & Motivation
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Description
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.
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