Corporate Innovation (RLE Marketing): Marketing and Strategy
- ISBN-10
- 1317647238
- ISBN-13
- 9781317647232
- Category
- Business & Economics
- Pages
- 391
- Language
- English
- Published
- 2014-09-15
- Publisher
- Routledge
- Author
- Gordon Foxall
Description
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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