02704nam a2200373Ii 450000100190000000500170001900600190003600700150005500800410007002000180011103500260012903500220015503500270017703500300020404000260023404100080026005000110026810000320027924501190031125000190043026400420044926400100049130000340050150400510053550504720058652010550105865000420211365000270215565000220218265000260220465000260223070000290225670000450228599110693551450619620260512145901.0m     o  d        cr            181112t20182019fluab   ob    001 0 eng d  a9781138323179  a(CKB)4920000000019238  a(OCoLC)1053623336  a(FlBoTFG)9780429451560  a(EXLCZ)994920000000019238  aFlBoTFGcFlBoTFGerda1 aeng 4aHF5415  aPantano, Eleonora,eauthor.10aTechnology and Innovation for Marketing c/ by Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas.  aFirst edition. 1aBoca Raton, FL :bRoutledge,c[2018]. 4c2019.  a146 pagesb14 illustrations,   aIncludes bibliographical references and index.00tPart 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.3 aMarketers 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. 0aMarketing xTechnological innovations 0aMarketingxManagement. 0aDigital Marketing 0aInnovation management 0aManagement Technology  aBassano, Clara eauthor.  aPriporas, Constantinos-Vasilioseauthor.