Product Description
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. | Technology and Innovation for Marketing
Routledge Technology And Innovation For Marketing 09781138323179
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. | Technology and Innovation for Marketing
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