Technology And Innovation For Marketing

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Technology and Innovation for Marketing

Eleonora Pantano,Clara Bassano,Constantinos-Vasilios Priporas
Technology and Innovation for Marketing Book PDF

Author : Eleonora Pantano,Clara Bassano,Constantinos-Vasilios Priporas
Publisher : Routledge
Page : 266 pages
File Size : 46,6 Mb
Release : 2018-08-28
Category : Business & Economics
ISBN : 9780429837074

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Technology and Innovation for Marketing by Eleonora Pantano,Clara Bassano,Constantinos-Vasilios Priporas Pdf

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.

Technology and Innovation for Marketing

Eleonora Pantano,Clara Bassano,Constantinos-Vasilios Priporas
Technology and Innovation for Marketing Book PDF

Author : Eleonora Pantano,Clara Bassano,Constantinos-Vasilios Priporas
Publisher : Routledge
Page : 130 pages
File Size : 44,7 Mb
Release : 2018-08-28
Category : Business & Economics
ISBN : 9780429837081

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Technology and Innovation for Marketing by Eleonora Pantano,Clara Bassano,Constantinos-Vasilios Priporas Pdf

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.

Marketing of High-technology Products and Innovations

Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater
Marketing of High technology Products and Innovations Book PDF

Author : Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater
Publisher : Pearson Prentice Hall
Page : 584 pages
File Size : 55,7 Mb
Release : 2010
Category : Business & Economics
ISBN : 0136049966

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Marketing of High-technology Products and Innovations by Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater Pdf

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.

Innovation in Marketing

Peter Doyle,Susan Bridgewater
Innovation in Marketing Book PDF

Author : Peter Doyle,Susan Bridgewater
Publisher : Routledge
Page : 238 pages
File Size : 40,8 Mb
Release : 2012-10-02
Category : Business & Economics
ISBN : 9781136015212

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Innovation in Marketing by Peter Doyle,Susan Bridgewater Pdf

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective. Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

The Marketing of Technology Intensive Products and Services

Patrick Corsi,Mike Dulieu
The Marketing of Technology Intensive Products and Services Book PDF

Author : Patrick Corsi,Mike Dulieu
Publisher : John Wiley & Sons
Page : 229 pages
File Size : 47,6 Mb
Release : 2013-03-04
Category : Business & Economics
ISBN : 9781118617656

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The Marketing of Technology Intensive Products and Services by Patrick Corsi,Mike Dulieu Pdf

This book provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights and selling and distributing products and services. It also shows how to develop formatted business plans which will prove attractive to investors. It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information.

Technological and Market Innovation

Harry Nyström
Technological and Market Innovation Book PDF

Author : Harry Nyström
Publisher : Unknown
Page : 328 pages
File Size : 51,9 Mb
Release : 1990-07-19
Category : Business & Economics
ISBN : UCSD:31822015521933

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Technological and Market Innovation by Harry Nyström Pdf

The ideas and empirical results presented in this book are the result of ongoing research on a wide range of strategic management issues for more than two decades. The book's objective is to bring these results together and indicate the implications and directions for future research.

AI for Marketing and Product Innovation

A. K. Pradeep,Andrew Appel,Stan Sthanunathan
AI for Marketing and Product Innovation Book PDF

Author : A. K. Pradeep,Andrew Appel,Stan Sthanunathan
Publisher : John Wiley & Sons
Page : 272 pages
File Size : 46,7 Mb
Release : 2018-12-06
Category : Business & Economics
ISBN : 9781119484066

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AI for Marketing and Product Innovation by A. K. Pradeep,Andrew Appel,Stan Sthanunathan Pdf

Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)—twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here—whether we use them or not. This book helps you lean into the curve and take advantage of AI’s unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the “what” to show you the “how”: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools. Understand AI and ML technology in layman’s terms Harness the twin technologies unparalleled power to transform marketing Learn which skills and resources you need to use AI and ML effectively Employ AI and ML in ways that resonate meaningfully with customers Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board.

Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

Dadwal, Sumesh Singh
Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer Book PDF

Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 42,9 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781799801337

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Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer by Dadwal, Sumesh Singh Pdf

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Innovation and Marketing in the Video Game Industry

David Wesley,Gloria Barczak
Innovation and Marketing in the Video Game Industry Book PDF

Author : David Wesley,Gloria Barczak
Publisher : CRC Press
Page : 280 pages
File Size : 53,6 Mb
Release : 2016-05-23
Category : Business & Economics
ISBN : 9781317116509

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Innovation and Marketing in the Video Game Industry by David Wesley,Gloria Barczak Pdf

Video games have had a greater impact on our society than almost any other leisure activity. They not only consume a large portion of our free time, they influence cultural trends, drive microprocessor development, and help train pilots and soldiers. Now, with the Nintendo Wii and DS, they are helping people stay fit, facilitating rehabilitation, and creating new learning opportunities. Innovation has played a major role in the long term success of the video game industry, as software developers and hardware engineers attempt to design products that meet the needs of ever widening segments of the population. At the same time, companies with the most advanced products are often proving to be less successful than their competitors. Innovation and Marketing in the Video Game Industry identifies patterns that will help engineers, developers, and marketing executives to formulate better business strategies and successfully bring new products to market. Readers will also discover how some video game companies are challenging normal industry rules by using radical innovations to attract new customers. Finally, this revealing book sheds light on why some innovations have attracted legions of followers among populations that have never before been viewed as gamers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. David Wesley and Gloria Barczak's comparison of product features, marketing strategies, and the supply chain will appeal to marketing professionals, business managers, and product design engineers in technology intensive industries, to government officials who are under increasing pressure to understand and regulate video games, and to anyone who wants to understand the inner workings of one of the most important industries to emerge in modern times. In addition, as video games become an ever more pervasive aspect of media entertainment, managers from companies of all stripes need to understand video gaming as a way to reach potential customers.

The Innovator's Dilemma

Clayton M. Christensen
The Innovator s Dilemma Book PDF

Author : Clayton M. Christensen
Publisher : Harvard Business Review Press
Page : 282 pages
File Size : 50,7 Mb
Release : 2013-10-22
Category : Business & Economics
ISBN : 9781422197585

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The Innovator's Dilemma by Clayton M. Christensen Pdf

Named one of 100 Leadership & Success Books to Read in a Lifetime by Amazon Editors An innovation classic. From Steve Jobs to Jeff Bezos, Clay Christensen’s work continues to underpin today’s most innovative leaders and organizations. The bestselling classic on disruptive innovation, by renowned author Clayton M. Christensen. His work is cited by the world’s best-known thought leaders, from Steve Jobs to Malcolm Gladwell. In this classic bestseller—one of the most influential business books of all time—innovation expert Clayton Christensen shows how even the most outstanding companies can do everything right—yet still lose market leadership. Christensen explains why most companies miss out on new waves of innovation. No matter the industry, he says, a successful company with established products will get pushed aside unless managers know how and when to abandon traditional business practices. Offering both successes and failures from leading companies as a guide, The Innovator’s Dilemma gives you a set of rules for capitalizing on the phenomenon of disruptive innovation. Sharp, cogent, and provocative—and consistently noted as one of the most valuable business ideas of all time—The Innovator’s Dilemma is the book no manager, leader, or entrepreneur should be without.

Managing Technology and Innovation

Robert Verburg,J. Roland Ortt,Willemijn M. Dicke
Managing Technology and Innovation Book PDF

Author : Robert Verburg,J. Roland Ortt,Willemijn M. Dicke
Publisher : Routledge
Page : 503 pages
File Size : 55,6 Mb
Release : 2006-06-19
Category : Business & Economics
ISBN : 9781134231942

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Managing Technology and Innovation by Robert Verburg,J. Roland Ortt,Willemijn M. Dicke Pdf

Modern technology and innovation are vital to the success of all companies, be they hi-tech firms or companies seemingly unaffected by technology and innovation; whether established firms or business start-ups. This book focuses on understanding technology as a corporate resource, covering product development, design of systems and the managerial aspects of new and high technology. Topics investigated include: the internal organization of high technology firms the management of technology in society managing innovation dilemmas and strategies. The wide-ranging experience of the teachers and experts contributing to this book has resulted in an integrated, multi-disciplinary, textbook that provides an introductory overview to managing technology and innovation in the twenty-first century. This text is essential reading for students of business and engineering concerned with technology and innovation management.

Innovation and Technology

Nikos Vernardakis
Innovation and Technology Book PDF

Author : Nikos Vernardakis
Publisher : Routledge
Page : 252 pages
File Size : 45,5 Mb
Release : 2016-01-22
Category : Business & Economics
ISBN : 9781317529521

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Innovation and Technology by Nikos Vernardakis Pdf

Innovation has revolutionized the world economy, yet it remains often misunderstood. This textbook seeks to elucidate the nature and impact of innovation for both undergraduate and graduate students. Innovation and Technology examines the impact of innovation on both economic theory and the real world. It addresses the topic at the level of policy and also drills down to provide analysis of firms. This book moves beyond the plethora of specialized studies on the subject and formulates a unified and comprehensive approach, encompassing the topic’s huge breadth and scope. Issues such as innovation, knowledge, incentives, information and regulation are featured. Designed for MBA, Economics and Business students, this textbook will be useful to those interested in innovation, entrepreneurship and the economics of technology.

Essentials of Marketing High Technology

William L. Shanklin,John K. Ryans
Essentials of Marketing High Technology Book PDF

Author : William L. Shanklin,John K. Ryans
Publisher : Lexington Books
Page : 390 pages
File Size : 47,6 Mb
Release : 1987
Category : Business & Economics
ISBN : 0669132128

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Essentials of Marketing High Technology by William L. Shanklin,John K. Ryans Pdf

To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.

Innovation and Marketing in the Pharmaceutical Industry

Min Ding,Jehoshua Eliashberg,Stefan Stremersch
Innovation and Marketing in the Pharmaceutical Industry Book PDF

Author : Min Ding,Jehoshua Eliashberg,Stefan Stremersch
Publisher : Springer Science & Business Media
Page : 768 pages
File Size : 48,9 Mb
Release : 2013-10-31
Category : Medical
ISBN : 9781461478010

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Innovation and Marketing in the Pharmaceutical Industry by Min Ding,Jehoshua Eliashberg,Stefan Stremersch Pdf

The pharmaceutical industry is one of today’s most dynamic and complex industries, involving commercialization of cutting-edge scientific research, a huge web of stakeholders (from investors to doctors), multi-stage supply chains, fierce competition in the race to market, and a challenging regulatory environment. The stakes are high, with each new product raising the prospect of spectacular success—or failure. Worldwide revenues are approaching $1 trillion; in the U.S. alone, marketing for pharmaceutical products is, itself, a multi-billion dollar industry. In this volume, the editors showcase contributions from experts around the world to capture the state of the art in research, analysis, and practice, and covering the full spectrum of topics relating to innovation and marketing, including R&D, promotion, pricing, branding, competitive strategy, and portfolio management. Chapters include such features as: · An extensive literature review, including coverage of research from fields other than marketing · an overview of how practitioners have addressed the topic · introduction of relevant analytical tools, such as statistics and ethnographic studies · suggestions for further research by scholars and students The result is a comprehensive, state-of-the-art resource that will be of interest to researchers, policymakers, and practitioners, alike.

Technology and Innovation Management: A Practical Guide

Dr Raj CN Thiagarajan
Technology and Innovation Management A Practical Guide Book PDF

Author : Dr Raj CN Thiagarajan
Publisher : Notion Press
Page : 952 pages
File Size : 41,6 Mb
Release : 2024-05-15
Category : Business & Economics
ISBN : 9798894153506

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Technology and Innovation Management: A Practical Guide by Dr Raj CN Thiagarajan Pdf

In a world driven by technological advancements, the ability to effectively manage technology and innovation is the key to success. "TECHNOLOGY AND INNOVATION MANAGEMENT: A Practical Guide" is your ultimate companion on the journey to becoming a master of technological transformation. Dr. Raj C N. Thiagarajan, a renowned expert in the field, takes you on a captivating exploration of the dynamic intersection between technology, innovation, and management. With a focus on practicality and real-world application, this book equips students, engineers, entrepreneurs, and innovators with the tools and techniques to shape the future and achieve their strategic goals. From the origins of technology and innovation management to the fundamentals of value creation through purpose-driven innovation, each chapter unveils a new layer of knowledge and expertise. Discover the secrets of managing creativity and innovation, learn about powerful technology tools for successful innovation, and explore the process of technological change and its impact on market dynamics. But this book goes beyond theory. It immerses you in the world of technology intelligence, competition, and strategic decision-making. Uncover the art of gathering valuable insights, harness the power of technology roadmaps and strategy models, and explore the organizational structures that foster innovation. Gain a deep understanding of intellectual property strategy and the process of technology deployment in new product development. Dr. Thiagarajan's wealth of experience, spanning over three decades with global corporations, shines through as he shares his expertise through real-life examples and case studies. His passion for multiphysics engineering design and innovation permeates every page, inspiring readers to push the boundaries of what is possible. "TECHNOLOGY AND INNOVATION MANAGEMENT: A Practical Guide" is not just a book—it is a roadmap to success in the ever-evolving landscape of technology and innovation. Whether you are a student, an engineer, an entrepreneur, or a management professional, this comprehensive guide will empower you to make informed decisions, seize opportunities, and become a true champion of innovation. Get ready to embark on an exhilarating journey that will transform your perspective on technology and innovation management. Join Dr. Thiagarajan as he unlocks the secrets to creating a future driven by purpose, innovation, and strategic decision-making. Are you ready to shape the world of tomorrow? The power is in your hands.