Issues in Marketing / 2013 Edition is a ScholarlyEditions™ book that delivers timely, authoritative, and comprehensive information about Macromarketing. The e

Julia M. Jonas examines stakeholder integration and its’ dynamics in the setting of service innovation in IT and manufacturing firms. Applying a service-domin

Whilst innovation has traditionally focused on manufacturing, recently research surrounding service innovation has been flourishing. Furthermore, as consumers b

All the world's most advanced economies are dominated by service. The service sector also employs the largest number of people and it is the fastest growing sec

This book deals with how companies can involve customers or users in order to learn with them in the field of service-based business development. It presents a