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Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation
Kategorie	Beschreibung
036a	XA-DE
037b	eng
077a	431629900 Druckausg.: ‡Adoption of innovation
087q	978-3-319-14522-8
100	Brem, Alexander
104b	Viardot, Eric ¬[Hrsg.]¬
331	Adoption of Innovation
335	Balancing Internal and External Stakeholders in the Marketing of Innovation
410	Cham
412	Springer
425	2015
425a	2015
433	Online-Ressource (VI, 230 p. 35 illus., 20 illus. in color, online resource)
451b	SpringerLink. Bücher
527	Druckausg.: ‡Adoption of innovation
540a	ISBN 978-3-319-14523-5
700	\|KJSM
700	\|KJS
700	\|BUS043000
700b	\|658.8
700c	\|HF5410-5417.5
700g	1270877097 QP 210
750	This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix. Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike
902s	211033200 Stakeholder
902s	209025417 Marketing
902s	208969136 Innovation
902s	209566647 Strategisches Management
012	430171528
081	Brem, Alexander: Adoption of Innovation
100	Springer E-Book
125a	Elektronischer Volltext - Campuslizenz
655e	$uhttp://dx.doi.org/10.1007/978-3-319-14523-5