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.
Part 1: Strategy development 1. Introduction to the Innovation Theory for marketing Purposes 2. Innovation as a business process 2 3. Understanding innovation solutions 4. Sources of Innovation 5. Open innovation and collaboration 6. Consumer acceptance of innovation Part 2: Implementation and practice 7. Creating new products and services 8. Capturing the benefits of innovation 9. Capture learning from innovation 10. Concluding remarks and exercises
This book is a timely must-read for businesses struggling to survive in today’s digital era. The authors provide an accessible summary of scientific research and business cases for hands-on learning. Read it and learn from some of the best – enjoy!
Kim Willems, Associate Marketing Professor at Vrije Universiteit Brussel, Belgium
Marketing and technology were perceived for years as two separate worlds, but the opportunities offered by technological innovation for research and increasingly effective and targeted marketing actions are more and more evident. In this book, thanks also to many case studies, it is possible to understand that the link between marketing and technology is essential for any business already now and will certainly be in the future.
Daniele Pederzoli, PhD, Marketing Professor, Director of the Retailing Programs, NEOMA Business School
How do marketing academics, practitioners and students keep up with a technology-infused competitive landscape? Reading this book would be a great start! Pantano, Bassano and Priporas have clearly spent a lot of time thinking about and organizing the many challenges that have infused the marketplace in recent years. How can firms stay ahead of these challenges? The book focuses on innovation, the life blood for success in today's dynamic business environment. Weaving together a mixture of practical advice backed up by decades of rigorous academic research, the authors describe key processes behind innovation, and then separately address firms and customers. This comprehensive book is both a great textbook for advanced students, and a wonderful introduction to organizational innovation for anyone wanting to catch right up to the state-of-the-art.
Charles Hofacker, Florida State University, College of Business