Technology and Innovation for Marketing

By: and and

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Synopsis
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.
Copyright:
2019

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9780429837074
Related ISBNs:
9780429451560, 9781138323179, 9781138323179, 9781138323155, 9781138323155
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
Eleonora Pantano, Clara Bassano, Constantinos-Vasilios Priporas
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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