Erhältlich:
Nicht auf Lager
Buch (Softcover): Fachbuch
Technology and Innovation for Marketing
Verlag:
Taylor & Francis Unsere-Artikel-Nr.: P35915694
EAN: 9781138323179
Erhältlich:
Nicht auf Lager
Zustellung: Fr, 09.10.2026
Versand: Kostenlos
-13.3 %
CHF 79.–
CHF 68.50
Beschreibung
Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift - enabling them to get closer to their customers and their needs - or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant. In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage. Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.
Spezifikationen
Sprache
- Englisch
Autor
- Pantano Eleonora
- Clara Bassano
- Constantinos-Vasilios Priporas
Zielgruppe
- Postgraduate
Erscheinungsjahr
- 2018
Format
- Buch (Softcover)
Anzahl Seiten
- 130