Innovation in Marketing

Informationen zum Autor Peter Doyle, Susan Bridgewater Zusammenfassung Presents a collection of material describing both systems innovation and the launch of new products. This book features key themes which include: marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, and effectiveness in innovation. Inhaltsverzeichnis Chapter 1 Chapter 1 Marketing and innovation, PeterDoyle; Chapter 2 Chapter 2 Cadbury Schweppes: the launch of ‘Oasis’ into the adult soft drinks market, Susan Bridgewater; Chapter 3 Chapter 3 SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush; Chapter 4, Jean-Claude Larréché; Chapter 5 Chapter 5 Land Rover: the Discovery success story, VivienneShaw; Chapter 6 Chapter 6 Rank Xerox: DocuTech, VeronicaWong; Chapter 7 Chapter 7 British Steel's success in the construction industry, Vivienne Shaw; Chapter 8 Chapter 8 BAA: specialist shops, VeronicaWong; Chapter 9 Chapter 9 Virgin Direct: personal financial services, Susan Bridgewater; Chapter 10 Chapter 10 First Direct telephone banking, Susan Bridgewater; Chapter 11 Chapter 11 Orange mobile phones: the future is bright, Susan Bridgewater; Chapter 12 Chapter 12 Psion: the Organiser, Jonathan Freeman; Chapter 13 Chapter 13 Le BonBon plc, Peter Doyle; Chapter 14 Chapter 14 NIS Invotec: a totally innovative business, Stuart Chambers; Chapter 15 Chapter 15 LINX Printing Technologies plc: a ‘high-tech’ start-up, Gordon Murray Index;

Product details

• Authors: Susan Bridgewater, Bridgewater Susan, Peter Doyle, Peter Bridgewater Doyle, Doyle Peter
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 28.07.2017
• EAN: 9781138441071
• ISBN: 978-1-138-44107-1
• No. of pages: 240
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Economics, Business and Management, BUSINESS & ECONOMICS / Economics / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, Business & management, Sales & marketing management, Sales and marketing management