Corporate Innovation (RLE Marketing)
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€192.20
A01=Gordon Foxall
advertising
Author_Gordon Foxall
BCG Approach
Category=KJS
Company's Product Portfolio
Concept Testing
consumer adoption patterns
Consumer Innovators
Corporate Innovation
Customer Innovators
diffusion of innovations
Directional Policy Matrix
Discontinuous Innovations
Entrepreneurial Alertness
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Industrial Buying
Industrial Buying Process
industrial marketing strategies
Innate Innovativeness
innovation diffusion in business context
Innovative Buyers
marketing
Marketing Mix
new product evaluation
organisational behaviour
Product Class Life Cycle
Product Design Variable
Product Development Process
Product Diffusion Process
Product Market Scope
Product Timing Window
Project SAPPHO
Responsive Strategy
Routinised Response Behaviour
technology adoption research
Test Marketing
West Germany
Product details
- ISBN 9781138792401
- Weight: 521g
- Dimensions: 156 x 234mm
- Publication Date: 22 Aug 2014
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
Multivolume collection by leading authors in the field
