Innovation in Marketing

by Susan Bridgewater and Peter Doyle

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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...

Format:Paperback

Language:English

ISBN:0750641215

ISBN13:9780750641210

Release Date:November 1998

Publisher:Routledge

Length:240 Pages

Weight:0.75 lbs.

Dimensions:0.6" x 6.3" x 9.2"

Related Subjects

Business Business & Investing Economics

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