Technology and Innovation for Marketing / by Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas.

By:

Pantano, Eleonora [author.]

Contributor(s):

Material type: Text

TextLanguage: English Publisher: Boca Raton, FL : Routledge, [2018]Copyright date: 2019Edition: First editionDescription: 146 pages 14 illustrationsISBN:

9781138323179

Subject(s):

LOC classification:

HF5415

Contents:

Part I: Strategy Development — Introduction to the Innovation Theory for Marketing Purposes — Innovation as a Business Process — Understanding Innovation Solutions — Sources of Innovation — Open Innovation and Collaboration — Consumer Acceptance of Innovation — Part II: Implementation and Practice — Creating New Products and Services — Capturing the Benefits of Innovation — Capture Learning from Innovation — Concluding Remarks and Exercises.

Abstract: Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant. In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage. Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415 PAN (Browse shelf(Opens below))	1	Available		B07707

Includes bibliographical references and index.

Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant.

In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage.

Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.