Technology and innovation for marketing /
Pantano, Eleonora,
Technology and innovation for marketing / Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas. - 1 Edition. - New York : Routledge, 2019. - 130 pages
Includes bibliographical references and index.
Technology introduction -- Innovation as a business process -- Understanding innovation solutions -- Impact on firms -- Creating new products and services -- Capturing the benefits of innovation -- Capture learning from innovation -- Influence on consumers -- Open innovation and collaboration -- Consumer acceptance of innovation -- Smart consumers (CLARA) -- Technology-driven forms of marketing -- Final thoughts.
9781138323179 (pbk. : alk. paper)
Marketing--Technological innovations.
Marketing--Management.
HF5415 / .P236T
Technology and innovation for marketing / Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas. - 1 Edition. - New York : Routledge, 2019. - 130 pages
Includes bibliographical references and index.
Technology introduction -- Innovation as a business process -- Understanding innovation solutions -- Impact on firms -- Creating new products and services -- Capturing the benefits of innovation -- Capture learning from innovation -- Influence on consumers -- Open innovation and collaboration -- Consumer acceptance of innovation -- Smart consumers (CLARA) -- Technology-driven forms of marketing -- Final thoughts.
9781138323179 (pbk. : alk. paper)
Marketing--Technological innovations.
Marketing--Management.
HF5415 / .P236T
