Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation

Alexander Brem (Editor), Eric Viardot (Editor)

Research output: Book/anthology/thesis/reportAnthologyResearchpeer-review

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Abstract

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations.

If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix.

Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.
Original languageEnglish
PublisherSpringer Science+Business Media
Number of pages230
ISBN (Print)978-3-319-14522-8
ISBN (Electronic)978-3-319-14523-5
DOIs
Publication statusPublished - May 2015

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Marketing
Innovation
Adoption of innovations
Stakeholders
World Wide Web
Marketing management
Chief executive officer
Research output
New services
Marketing strategy
Marketing research
New products
Innovation strategy
Marketing mix
Linkage
Social media

Cite this

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Adoption of Innovation : Balancing Internal and External Stakeholders in the Marketing of Innovation. / Brem, Alexander (Editor); Viardot, Eric (Editor).

Springer Science+Business Media, 2015. 230 p.

Research output: Book/anthology/thesis/reportAnthologyResearchpeer-review

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