Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation

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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 ...

Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation 2016, Springer

ISBN-13: 9783319343877

Softcover Reprint of the Origi edition

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Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation 2015, Springer International Publishing AG, Cham

ISBN-13: 9783319145228

Hardcover

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