| Description |
1 online resource (xv, 130 pages) |
| Contents |
Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; List of figures; List of tables; About the authors; Preface; Acknowledgements; Part I: Technology introduction; Introduction to the innovation theory for marketing purposes; Aim; Rationale; Think point: approaching the future; 1 Innovation as a business process; Learning outcomes; Introducing innovation; Managing innovation; Measuring innovation success; Case study: Netflix; Think point: the innovator's dilemma in retailing: pioneering or following?; Chapter summary; Questions; 2 Understanding innovation solutions |
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Learning outcomesRadical vs incremental innovation solutions; Sources of innovation; Case study: the Dash Button; Think point: innovation drivers for retailing; Chapter summary; Questions; Part II: Impact on firms; 3 Creating new products and services; Learning outcomes; The role of creativity for innovation; New product development; Service innovation; Case study: IBM's Innovation Jam; Think point: design thinking to encourage innovation; Chapter summary; Questions; 4 Capturing the benefits of innovation; Learning outcomes; Creating value through innovation; Absorptive capacity |
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Innovation and firm performanceChoosing a business model; Case study: The North Face; Think point: could a marketing innovation improve an organization's results, even in times of economic crisis?; Chapter summary; Questions; 5 Capturing learning from innovation; Learning outcomes; Learning to manage innovation; Measuring innovation performance; Innovation management capability; Case study: Fiat 500; Think point: from technology push to innovation in the retail industry; Chapter summary; Questions; Part III: Influence on consumers; 6 Open innovation and collaboration; Learning outcomes |
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Open innovationDrivers of firms' collaboration; Consumer-led innovation and co-creation; Case study: Lego; Think point: consumers' involvement in store design; Chapter summary; Questions; 7 Consumer acceptance of innovation; Learning outcomes; Technology Acceptance Model; Technology Acceptance Model extensions for marketing research; Technology adoption life cycle and diffusion; Case study: Swarovski; Think point: drivers of mobile shopping; Chapter summary; Questions; 8 Smart consumers; Learning outcomes; Smart environments; Influence on consumer decision-making |
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Consumers' experience and interactionCase study: Amazon Key; Think point: smart tourism local service system; Chapter summary; Questions; 9 Technology-drivenforms of marketing; Learning outcomes; Digital marketing; Social media marketing; Mobile, ubiquitous and pervasive marketing; Case study: Ocado; Think point: big data analytics for predicting tourists' behaviour; Chapter summary; Questions; 10 Final thoughts; Book summary; Answers to each chapter questions; Activity; Index |
| Summary |
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 Priporasdescribe 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 |
| Notes |
Part 1: Strategy development 1. Introduction to the Innovation Theory for marketing Purposes 2. Innovation as a business process 2 3. Understanding innovation solutions 4. Sources of Innovation 5. Open innovation and collaboration 6. Consumer acceptance of innovation Part 2: Implementation and practice 7. Creating new products and services 8. Capturing the benefits of innovation 9. Capture learning from innovation 10. Concluding remarks and exercises |
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Online resource; title from digital title page (viewed on February 13, 2019) |
| Subject |
Marketing -- Technological innovations
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Marketing -- Management.
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BUSINESS & ECONOMICS -- Marketing -- General.
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Digital marketing.
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innovation management.
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innovation-driven marketing.
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marketing management.
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technology management.
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technology push.
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; consumers' acceptance.
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Marketing -- Management.
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Marketing -- Technological innovations.
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| Form |
Electronic book
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| Author |
Bassano, Clara, 1975- author.
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Priporas, Constantinos-Vasilios, author.
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| ISBN |
9780429837081 |
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0429837089 |
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9780429837074 |
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0429837070 |
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9780429837067 |
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0429837062 |
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9780429451560 |
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0429451563 |
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