Technology and Innovation for Marketing
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…
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Produktdetails
Weitere Autoren: Bassano, Clara / Priporas, Constantinos-Vasilios
- ISBN: 978-0-429-83707-4
- EAN: 9780429837074
- Produktnummer: 30232588
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2018
- Seitenangabe: 146 S.
- Plattform: EPUB
- Masse: 606 KB
- Auflage: 1. Auflage
- Abbildungen: 5 schwarz-weiße Abbildungen, 1 schwarz-weiße Fotos, 4 schwarz-weiße Zeichnungen, 4 schwarz-weiße Tabellen
Über den Autor
Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK. Clara Bassano is an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US.Constantinos-Vasilios Priporas is a Senior Lecturer in Marketing at Middlesex University Business School, UK.
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