Karin Tollin,
Antonella Caru
John Wiley & Sons
1e druk, 2008
9780470694275
Strategic Market Creation
A New Perspective on Marketing and Innovation Management
Specificaties
Paperback, 439 blz.
|
Engels
John Wiley & Sons |
1e druk, 2008
ISBN13: 9780470694275
Rubricering
Verwachte levertijd ongeveer 8 werkdagen
Gratis verzonden
Samenvatting
De vakgebieden marketing en innovatiemanagement worden in dit boek gecombineerd. De gedachte hierachter is dat marketing een belangrijke en pro-actieve rol speelt het innovatieproces van producten, brands en markten. 'Strategic Market Creation' is ingedeeld rond twee thema's:
1. Kennis, processen en mogelijkheden van nieuwe markten;
2. Meewerken aan betekenisvolle ervaringen met klanten.
Trefwoorden
Specificaties
ISBN13:9780470694275
Taal:Engels
Bindwijze:paperback
Aantal pagina's:439
Uitgever:John Wiley & Sons
Druk:1
Hoofdrubriek:Strategisch management
Inhoudsopgave
Introduction
Karin Tollin and Antonella Carù: Knowledge, Processes and Capabilities for Market Creation
1. From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation
2. The Paradigm Funnel and Seven Brand Management Approaches
3. Creativity, Cognition and The Market
4. Management of Innovation and Product Development: A Linear Versus a Process Perspective
5. Reshaping Markets through Collective Marketing Strategies
6. Marketing's Role for Firms' Renewal and Innovation Capability
7. Linking Technological Innovation Creation to Supply Chain Management
8. Towards an Understanding of Markets and their Creation
9. The Role of Unexpected Market Events in Market Creation Strategies
10. Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets
11. Supplying Value to Customers through Innovation: A Case Study in B2B Services
12. Co-creating Consumption Experiences: An Endless Innovation
13. How Perceptions of Markets Influence Knowledge Strategies on User Involvement
14. Tribal Entrepreneurship: Brand Hijack, Consumer Made and The Creative Role of Communities
15. Online Communities and Market Creation
16. Consumer Experiences and Equity
17. Co-developing New Products with Customers
18. Consumers' Participation to Market Co-Creation: The Socio-Political Effects on Minorities Dialectic Identity
Karin Tollin and Antonella Carù: Knowledge, Processes and Capabilities for Market Creation
1. From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation
2. The Paradigm Funnel and Seven Brand Management Approaches
3. Creativity, Cognition and The Market
4. Management of Innovation and Product Development: A Linear Versus a Process Perspective
5. Reshaping Markets through Collective Marketing Strategies
6. Marketing's Role for Firms' Renewal and Innovation Capability
7. Linking Technological Innovation Creation to Supply Chain Management
8. Towards an Understanding of Markets and their Creation
9. The Role of Unexpected Market Events in Market Creation Strategies
10. Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets
11. Supplying Value to Customers through Innovation: A Case Study in B2B Services
12. Co-creating Consumption Experiences: An Endless Innovation
13. How Perceptions of Markets Influence Knowledge Strategies on User Involvement
14. Tribal Entrepreneurship: Brand Hijack, Consumer Made and The Creative Role of Communities
15. Online Communities and Market Creation
16. Consumer Experiences and Equity
17. Co-developing New Products with Customers
18. Consumers' Participation to Market Co-Creation: The Socio-Political Effects on Minorities Dialectic Identity
Anderen die dit boek kochten, kochten ook
-
Jeff Gaspersz€ 39,95 -
Stefaan Vandist€ 34,99
-
Kees de Jong€ 21,99
-
Peter Geelen€ 34,90
-
Kate Raworth€ 24,99
-
James Cadle€ 71,92
