ABSTRACT
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
TABLE OF CONTENTS
part One|78 pages
Effective Innovation
part Two|72 pages
Innovative Buying
part Three|84 pages
New Product Development
part Four|27 pages
Conclusion