This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
Part 1: Effective Innovation1. Introduction to Part 1. 2. Innovation in Perspective 3. Strategies of Innovation 4. Marketing-oriented Innovation Part 2: Innovative Buying5. Introduction to Part 2 6. Patterns of Adoption and Diffusion 7. Innovative Behaviour Part 3: New Product Development8. Introduction to Part 3 9. The Location and Evaluation of Marketing Opportunities 10. The Development and Testing of New Products Part 4: Conclusion11. Marketing, Innovation and Strategy
Multivolume collection by leading authors in the field
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