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Marketing and Innovations Management
- An Integrated Perspective
part of the Foundations and Trends (R) in Marketing series
- Binding:
- Paperback
- Pages:
- 64
- Published:
- May 14, 2010
- Dimensions:
- 156x234x3 mm.
- Weight:
- 105 g.
Delivery:
1-2 weeks
Expected delivery: December 11, 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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