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Technology and Innovation for Marketing
Engelsk
Bogcover for Technology and Innovation for Marketing af Clara Bassano, Constantinos-Vasilios Priporas, Eleonora Pantano, 9781138323179
Specifikationer
Sprog:
Engelsk
Sider:
130
ISBN-13:
9781138323179
Indbinding:
Paperback
ISBN-10:
1138323179
Kategori:
Udg. Dato:
28 aug 2018
Størrelse i cm:
24,4 x 17,6 x 0,9
Oplagsdato:
28 aug 2018

Technology and Innovation for Marketing

Engelsk
Paperback 2018
Format:

Bog beskrivelse

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.

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Specifikationer
Sprog:
Engelsk
Sider:
130
ISBN-13:
9781138323179
Indbinding:
Paperback
ISBN-10:
1138323179
Kategori:
Udg. Dato:
28 aug 2018
Størrelse i cm:
24,4 x 17,6 x 0,9
Oplagsdato:
28 aug 2018
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