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Innovation and New Product Marketing - 9781138972766
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Product Details
Author:
David F. Midgley
Format:
Paperback
Pages:
300
Publisher:
Taylor & Francis (November 26, 2015)
Language:
English
ISBN-13:
9781138972766
Weight:
19.5oz
Dimensions:
6.125" x 9.1875"
File:
TAYLORFRANCIS-TayFran_260117060453325-20260117.xml
Folder:
TAYLORFRANCIS
List Price:
$67.99
Series:
Routledge Library Editions: Marketing
Case Pack:
1
As low as:
$64.59
Publisher Identifier:
P-CRC
Discount Code:
H
Pub Discount:
30
Audience:
College/higher education
Country of Origin:
United States
Imprint:
Routledge
Overview
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.
