000			02807nam a2200397Ii 4500
001			991106935514506196
005			20260512145901.0
006			m o d
007			cr
008			181112t20182019fluab ob 001 0 eng d
020			_a9781138323179
035			_a(CKB)4920000000019238
035			_a(OCoLC)1053623336
035			_a(FlBoTFG)9780429451560
035			_a(EXLCZ)994920000000019238
040			_aFlBoTFG _cFlBoTFG _erda
041	1		_aeng
050		4	_aHF5415
100			_aPantano, Eleonora, _eauthor. _926031
245	1	0	_aTechnology and Innovation for Marketing _c/ by Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas.
250			_aFirst edition.
264		1	_aBoca Raton, FL : _bRoutledge, _c[2018].
264		4	_c2019.
300			_a146 pages _b14 illustrations,
504			_aIncludes bibliographical references and index.
505	0	0	_tPart 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.
520	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.
650		0	_aMarketing _xTechnological innovations _91127
650		0	_aMarketing _xManagement. _99256
650		0	_aDigital Marketing _925727
650		0	_aInnovation management _96319
650		0	_aManagement Technology _97418
700			_aBassano, Clara _eauthor. _926032
700			_aPriporas, Constantinos-Vasilios _eauthor. _926033
942			_2lcc
999			_c5013 _d5013