Corporate Innovation (RLE Marketing): Marketing and Strategy

1st Edition

Gordon Foxall

Routledge
Published November 26, 2015
Reference - 282 Pages
ISBN 9781138966826 - CAT# Y207861
Series: Routledge Library Editions: Marketing

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Summary

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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