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Innovation in Marketing
Stock Photo: Cover May Be Different

Innovation in Marketing Paperback - 1998

by Doyle, P. and Bridgewater, S

  • Used
  • Paperback

Description

Butterworth-Heinemann, 1998. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,450grams, ISBN:9780750641210
Used: See description
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Details

  • Title Innovation in Marketing
  • Author Doyle, P. and Bridgewater, S
  • Binding Paperback
  • Edition 1st Edition
  • Pages 240
  • Volumes 1
  • Language ENG
  • Publisher Butterworth-Heinemann, United Kingdom
  • Date 1998
  • Bookseller's Inventory # 9401029
  • ISBN 9780750641210 / 0750641215
  • Weight 0.75 lbs (0.34 kg)
  • Dimensions 9.18 x 6.28 x 0.58 in (23.32 x 15.95 x 1.47 cm)
  • Library of Congress subjects Marketing - Management, Service industries - Marketing
  • Library of Congress Catalog Number 00551300
  • Dewey Decimal Code 658.8

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From the publisher

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.

This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.

Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

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