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Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation

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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.

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Detail Information

Series Title

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Call Number

658.8 ADO a

Publisher

Cham, Switzerland : ., 2015

Collation

VI, 230

Language

English

ISBN/ISSN

978-3-319-14523-5

Classification

658.8

Content Type

text

Media Type

computer

Carrier Type

online resource

Edition

Ed. 1

Subject(s)

Marketing
Business Strategy and Leadership
Innovation and Technology Management

Specific Detail Info

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Statement of Responsibility

Editor: Alexander Brem, Éric Viardot

Other Information

Cataloger

umi

Source

https://link.springer.com/content/pdf/10.1007/978-3-319-14523-5.pdf?pdf=button

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