240 Pages
by
Routledge
240 Pages
by
Routledge
224 Pages
by
Routledge
Also available as eBook on:
Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a... Read more
Marketing and innovation by Peter Doyle; Cadbury Schweppes; the launch of 'Oasis' into the adult soft drinks market by Susan Bridgewater; SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush by Veronica Wong; Virgin Atlantic Airways: ten years after by Jean-Claude Larreche; Land Rover: the Discovery success story by Vivienne Shaw; Rank Xerox: DocuTech by Veronica Wong; British Steel's success in the construction industry by Vivienne Shaw; BAA: the specialist shops by Veronica Wong; Virgin Direct: personal finance services by Susan Bridgewater; First Direct telephone banking by Susan Bridgewater; Orange mobile phones: the future is bright by Susan Bridgewater; Psion: the Organiser by Jonathan Freeman; Le BonBon plc by Peter Doyle; NIS Invotec: a totally innovative business by Stuart Chambers; LINX Printing Technologies plc: a 'high-tech' start-up by Gordon Murray.
Biography
Peter Doyle, Susan Bridgewater
