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
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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.

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