The aim of this textbook is to provide new approaches to marketing prompt by the increasing impact of innovation, in order to support students, scholars and practitioners to take advantages from the technology-based innovations through a more comprehensive and actual perspective. Seeking to understand the innovative force currently affecting marketing, we recommend this book which proposes empirical and theoretical contributions, models, approaches, methods, tools and case studies that contribute to explain the phenomenon.
Technology and Innovation for Marketing
BASSANO, Clara;
2018
Abstract
The aim of this textbook is to provide new approaches to marketing prompt by the increasing impact of innovation, in order to support students, scholars and practitioners to take advantages from the technology-based innovations through a more comprehensive and actual perspective. Seeking to understand the innovative force currently affecting marketing, we recommend this book which proposes empirical and theoretical contributions, models, approaches, methods, tools and case studies that contribute to explain the phenomenon.File in questo prodotto:
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