by Gordon Foxall (Author), Gordon Foxall (Author)
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.
Format: Paperback
Pages: 282
Edition: 1
Publisher: Routledge
Published: 26 Nov 2015
ISBN 10: 1138966827
ISBN 13: 9781138966826