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Adoption of Innovation
by Alexander Brem,Éric Viardot
Published on 2015-04-10 by Springer

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix. Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.

This Book was ranked at 32 by Google Books

Book ID of Adoption of Innovation is 2k8SCAAAQBAJ, Book which was written byAlexander Brem,Éric Viardothave ETAG "CqmbqKLOdEQ"

Book which was published by Springer since 2015-04-10 have ISBNs, ISBN 13 Code is 9783319145235 and ISBN 10 Code is 3319145231

Book which have 230 Pages

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