Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the dev

Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be

This comprehensive book responds to the growing demand to study entrepreneurship as a key driver of innovation and competitive advantage. Challenging the existi

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small