Corporate Innovation (RLE Marketing): Marketing and Strategy (Routledge Library Editions: Marketing)

Corporate Innovation (RLE Marketing): Marketing and Strategy (Routledge Library Editions: Marketing)

by Gordon Foxall (Author), Gordon Foxall (Author)

Synopsis

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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More Information

Format: Paperback
Pages: 282
Edition: 1
Publisher: Routledge
Published: 26 Nov 2015

ISBN 10: 1138966827
ISBN 13: 9781138966826

Author Bio
Multivolume collection by leading authors in the field