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Technology and Innovation for Marketing

Af: Clara Bassano, Constantinos-Vasilios Priporas, Eleonora Pantano Engelsk Paperback

Technology and Innovation for Marketing

Af: Clara Bassano, Constantinos-Vasilios Priporas, Eleonora Pantano Engelsk Paperback
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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.

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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.

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Produktdetaljer
Sprog: Engelsk
Sider: 130
ISBN-13: 9781138323179
Indbinding: Paperback
Udgave:
ISBN-10: 1138323179
Kategori: Salg og marketing
Udg. Dato: 28 aug 2018
Længde: 9mm
Bredde: 176mm
Højde: 244mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 28 aug 2018
Forfatter(e): Clara Bassano, Constantinos-Vasilios Priporas, Eleonora Pantano
Forfatter(e) Clara Bassano, Constantinos-Vasilios Priporas, Eleonora Pantano

Kategori Salg og marketing

ISBN-13 9781138323179

Sprog Engelsk

Indbinding Paperback

Sider 130

Udgave

Længde 9mm

Bredde 176mm

Højde 244mm

Udg. Dato 28 aug 2018

Oplagsdato 28 aug 2018

Forlag Taylor & Francis Ltd

Kategori sammenhænge