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Marketing and Innovations Management

- An Integrated Perspective

About Marketing and Innovations Management

Discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. The book reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services.

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  • Language:
  • English
  • ISBN:
  • 9781601983527
  • Binding:
  • Paperback
  • Pages:
  • 64
  • Published:
  • May 14, 2010
  • Dimensions:
  • 156x234x3 mm.
  • Weight:
  • 105 g.
Delivery: 1-2 weeks
Expected delivery: November 17, 2024

Description of Marketing and Innovations Management

Discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. The book reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services.

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