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Corporate Innovation (RLE Marketing): Marketing and Strategy
Paperback
Series: Routledge Library Editions: Marketing
ISBN13: 9781138966826
Publisher: Routledge
Published: Nov 26 2015
Pages: 282
Weight: 0.88
Height: 0.60 Width: 6.14 Depth: 9.21
Language: English
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.
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