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Technology and Innovation for Marketing. マーケティングのための技術とイノベーション
・ISBN 978-1-138-32315-5 hard GB£ 171.99
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・ISBN 978-1-138-32317-9 paper GB£ 47.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-45156-0
| 著者・編者 | Pantano, Eleonora / Bassano, Clara / Priporas, Constantinos-Vasilios, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2019 |
| ページ数 | 130 pp. |
| 言語 | ENG |
| ニュース番号 | ＜647-961 647-P1918＞ |
解説
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.