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| INNOVATION IN MARKETING
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To order this title, and for more information, click here
By
Peter Doyle, Previously Professor of Marketing and Strategic Management, Warwick University Business School
Susan Bridgewater, Lecturer in Marketing and Strategy, Warwick University Business School
Description
Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.
This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as
Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing
perspective.
Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage
between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that
structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best
practice in innovation management, effectiveness in innovation.
Audience
MBA/executive short courses, senior marketing executives and project managers
Contents
Marketing and innovation by Peter Doyle; Cadbury Schweppes; the launch of 'Oasis' into the adult soft drinks market by Susan Bridgewater;
SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush by Veronica Wong; Virgin Atlantic Airways: ten years after by
Jean-Claude Larreche; Land Rover: the Discovery success story by Vivienne Shaw; Rank Xerox: DocuTech by Veronica Wong; British Steel's
success in the construction industry by Vivienne Shaw; BAA: the specialist shops by Veronica Wong; Virgin Direct: personal finance services
by Susan Bridgewater; First Direct telephone banking by Susan Bridgewater; Orange mobile phones: the future is bright by Susan Bridgewater;
Psion: the Organiser by Jonathan Freeman; Le BonBon plc by Peter Doyle; NIS Invotec: a totally innovative business by Stuart Chambers;
LINX Printing Technologies plc: a 'high-tech' start-up by Gordon Murray.
| Bibliographic details |
Paperback, 224 pages, publication date: NOV-1998
ISBN-13: 978-0-7506-4121-0
ISBN-10: 0-7506-4121-5
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 48.95
USD 53.95
GBP 34.99
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076/734
Last update: 4 Sep 2009
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