02807nam a2200397Ii 4500 991106935514506196 20260512145901.0 m o d cr 181112t20182019fluab ob 001 0 eng d 9781138323179 (CKB)4920000000019238 (OCoLC)1053623336 (FlBoTFG)9780429451560 (EXLCZ)994920000000019238 FlBoTFG FlBoTFG rda eng HF5415 Pantano, Eleonora, author. 26031 Technology and Innovation for Marketing / by Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas. First edition. Boca Raton, FL : Routledge, [2018]. 2019. 146 pages 14 illustrations, Includes bibliographical references and index. 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. 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. Marketing Technological innovations 1127 Marketing Management. 9256 Digital Marketing 25727 Innovation management 6319 Management Technology 7418 Bassano, Clara author. 26032 Priporas, Constantinos-Vasilios author. 26033 lcc 0 0 lcc 0 0 TBS TBS 2025-10-07 0 HF5415 PAN B07707 2026-02-25 1 2025-10-07 1 5013 5013