Winning at Innovation: The A-To-F Model

By Philip Kotler and Fernando Trías de Bes

Book Overview

Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.

• Format: Hardcover
• Language: English
• ISBN: 0230343430
• ISBN13: 9780230343436
• Release Date: October 2011
• Publisher: Palgrave MacMillan
• Length: 272 Pages
• Weight: 1.25 lbs.
• Dimensions: 0.9" x 6.4" x 9.2"