Innovation in Marketing
(Sprache: Englisch)
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...
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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.
Strong conceptual approach based on high quality empirical research
Prominent author team
Supported by tutor resource pack
Inhaltsverzeichnis zu „Innovation in Marketing “
Marketing and innovation; Cadbury Schweppes; the launch of 'Oasis' into the adult soft drinks market; SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush; Virgin Atlantic Airways: ten years after; Land Rover: the Discovery success story; Rank Xerox: DocuTech; British Steel's success in the construction industry; BAA: the specialist shops; Virgin Direct: personal finance services; First Direct telephone banking; Orange mobile phones: the future is bright; Psion: the Organiser; Le BonBon plc; NIS Invotec: a totally innovative business; LINX Printing Technologies plc: a 'high-tech' start-up.
Bibliographische Angaben
- Autoren: Susan Bridgewater , Susan Bridewater , Peter Doyle
- 1998, 224 Seiten, Maße: 16 x 23,3 cm, Kartoniert (TB), Englisch
- Verlag: Butterworth Heinemann
- ISBN-10: 0750641215
- ISBN-13: 9780750641210
Sprache:
Englisch
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