Priporas Constantinos - Vasilios - Technology And Innovation For Marketing - Paperback

Binding: Paperback
Description: 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.
Title: Technology And Innovation For Marketing
Author(s): Priporas Constantinos - Vasilios
Publisher: Taylor & Francis Ltd
Barcode: 9781138323179
Pages: 130 Pages, 4 Tables, Black And White; 4 Line Drawings, Black And White; 1 Halftones, Black And White
Publication Date: 8/28/2018
Category: Sales & Marketing