1st Edition

Innovation in Marketing

ISBN 9780750641210
Published July 20, 1999 by Routledge
240 Pages

USD $64.95

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Book Description

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 marketing perspective.

Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

Table of Contents

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.

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