[Download] Innovation in Marketing (Cim Professional Development Series)






#3297312 in eBooks 2012-10-02 2012-10-02File Name: B009OZ3XVU

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.Doyle and Bridgewater illustrate the key themes using case materials and the entir...


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