Adoption of Innovation (PDF)
If ideas need to reach...
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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.
Eric Viardot is Professor of Marketing and Strategy at EADA Business School in Barcelona, Spain. Before joining academia, he worked in different management positions for Hewlett-Packard, MSF, and Bain & Company in Europe, Asia and North America. He has published various books and articles on strategic management and marketing with a strong focus on Technology and Innovation Management. He is the co-editor of the International Journal of Technology Marketing along with Alexander Brem. Eric is also an active consultant and trainer, and has worked with several major multinational corporations.
- 2015, 2015, 230 Seiten, Englisch
- Herausgegeben: Alexander Brem, Éric Viardot
- Verlag: Springer-Verlag GmbH
- ISBN-10: 3319145231
- ISBN-13: 9783319145235
- Erscheinungsdatum: 10.04.2015
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 3.98 MB
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