Technology And Innovation For Marketing

August 24, 2018|
Technology And Innovation For Marketing by Eleonora Pantano
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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.

Eleonora Pantanois Senior Lecturer in Marketing at University of Bristol, UK.Clara Bassanois an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US.Constantinos-Vasilios Priporasis a Senior Lecturer in Marketing at Middlesex University Business S...
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Title:Technology And Innovation For MarketingFormat:PaperbackProduct dimensions:146 pages, 9.69 X 6.85 X 0 inShipping dimensions:146 pages, 9.69 X 6.85 X 0 inPublished:August 24, 2018Publisher:RoutledgeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1138323179

ISBN - 13:9781138323179

Appropriate for ages: All ages

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