Technology and Innovation for Marketing - Couverture souple

Pantano, Eleonora

Couverture souple

ISBN 10 : 1138323179 ISBN 13 : 9781138323179

Editeur : Routledge, 2018

Synopsis

Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift - enabling them to get closer to their customers and their needs - or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant.

In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage.

Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.

A propos du livre

À propos de l'auteur

Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK.

Clara Bassano is an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US.

Constantinos-Vasilios Priporas is a Senior Lecturer in Marketing at Middlesex University Business School, UK.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2018
• Langue: anglais
• ISBN 10: 1138323179
• ISBN 13: 9781138323179
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 146
• Coordonnées du fabricant: non disponible
• Personne responsable: GPSR Kontakt; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne