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Marketing and innovation management: an integrated perspective

Author: Ofek, Elie ; Toubia, Olivier Series: Foundations and trends in marketing Publisher: Now Publishers, 2010.Language: EnglishDescription: 52 p. : Graphs ; 24 cm.ISBN: 9781601983527ISSN: 15550753Type of document: BookNote: Originally published as "Foundations and trends in marketing", Vol.4, Issue 2, 2009 Bibliography/Index: Includes bibliographical references
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.2 .O44 2010
(Browse shelf)
Available 001272741
Total holds: 0

Originally published as "Foundations and trends in marketing", Vol.4, Issue 2, 2009

Includes bibliographical references


Marketing and Innovation Management: An Integrated Perspective Contents 1 Introduction 1 2 Marketing Input into the Innovation Process: "Voice of the Customer" or "Noise of the Customer"? 2.1 Disruptive Technologies 2.2 Blue Ocean Strategies 2.3 Ideation Templates 2.4 Job-Based Segmentation 3 Changing the Focus 3.1 Three Underlying Trends 3.2 Some Recent Tools for Engaging and Observing Customers 3.3 The "noise of the customer" Revisited 3.4 Whose Voice Should We Capture? 4 Connecting the Adoption Dots: Understanding the Diffusion of Innovations 4.1 Who, When and Why 4.2 How Fast 4.3 Quantifying the Process: The Bass Model 21 22 23 25 3 4 5 6 7 9 9 13 16 19 4.4 Firm Valuation: Connecting Customer Lifetime Value to Innovation Adoption 4.5 "Predicting" The Future of Research on Diffusion Models and Adoption Management 5 Launching Innovations in a New Era of Consumerism 6 Conclusion References 33 35 39 43 45

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