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Strategic Market Creation : A New Perspective on Marketing and Innovation Management

ISBN: 9780470694275 | 0470694270
Edition: 1st
Format: Paperback
Publisher: Wiley
Pub. Date: 1/11/2010

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The majority of existing innovation textbooks either discuss innovationin an all to general way or lean towards a general management ortechnology perspective. This book combines the fields of marketing andinnovation management, acknowledging that marketing plays an importantand proactive role in radical product, brand and market innovatonprocesses. Structured around two key themes 'Knowledge, Processes andCapabilities for Market Creation' and 'Co-Creation of MeaningfulExperiences with Customers', this book fills an important gap in themarket.

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