Research Handbook of Innovation and Creativity for Marketing ... - 9781786434982

Research Handbook of Innovation and Creativity for Marketing ManagementAuthor(s): Eric Shiu\nFormat: Paperback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781786434982, 978-1786434982\nSynopsis\nThis groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management andn