Innovation and New Product Marketing (RLE Marketing)

1st Edition

David F. Midgley

Routledge
Published November 26, 2015
Reference - 296 Pages
ISBN 9781138972766 - CAT# Y208455
Series: Routledge Library Editions: Marketing

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Summary

This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.

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