Innovation in Marketing

by Susan Bridgewater and Peter Doyle

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.

This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.

Doyle and Bridgewater...

• Format: Paperback
• Language: English
• ISBN: 0750641215
• ISBN13: 9780750641210
• Release Date: November 1998
• Publisher: Routledge
• Length: 240 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.6" x 6.3" x 9.2"