Corporate Innovation (RLE Marketing)

Taylor & Francis

Corporate Innovation (RLE Marketing)Marketing and Strategy\nAuthor(s): Gordon Foxall\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138792401, 978-1138792401\nSynopsis\nThis volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.