9780470694275

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

  • ISBN 13:

    9780470694275

  • ISBN 10:

    0470694270

  • Edition: 1st
  • Format: Paperback
  • Copyright: 01/11/2010
  • Publisher: Wiley

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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