Research Handbook of Innovation and Creativity for Marketing Management (Research Handbooks in Business and Management series)

ISBN 10: 0857937944 / ISBN 13: 9780857937940

Edité par Edward Elgar Publishing, 2017

This is a Brand-new US Edition. This Item may be shipped from US or any other country as we have multiple locations worldwide. N° de réf. du vendeur ABNR-97465

Synopsis :

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.

Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined.

This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest.

Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. Tran

À propos de l?auteur: Edited by Eric Shiu, Director of Education, Department of Marketing, University of Birmingham, UK

Détails bibliographiques

Titre : Research Handbook of Innovation and ...
Éditeur : Edward Elgar Publishing
Date d'édition : 2017
Reliure : Couverture rigide
Etat : New