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9780470725092

Strategic Market Creation : A New Perspective on Marketing and Innovation Management

by
  • ISBN13:

    9780470725092

  • ISBN10:

    0470725095

  • Format: Hardcover
  • Copyright: 2010-05-30
  • Publisher: John Wiley & Sons Inc

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Summary

The majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective. This book combines the fields of marketing and innovation management, acknowledging that marketing plays an important and proactive role in radical product, brand and market innovaton processes. Structured around two key themes 'Knowledge, Processes and Capabilities for Market Creation' and 'Co-Creation of Meaningful Experiences with Customers', this book fills an important gap in the market.

Table of Contents

Introduction and Overview of Strategic Market Creation
From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideationp. 3
Using the Dynamic Paradigm Funnel to Analyse Brand Managementp. 27
Creativity, Cognition, and the Marketp. 48
Management of Innovation and Product Development: a Linear Versus a Process Perspectivep. 71
Reshaping Markets through Collective Marketing Strategies: Lesson from the Textile Industryp. 97
Marketing's Role for Firms' Renewal and Innovation Capabilityp. 124
Linking Technological Innovation Creation to Supply Chain Managementp. 158
A New Understanding of Market Creation: How CUBEical Thinking Uncovers Competitive Arenas within Marketsp. 172
The Role of Unexpected Market Events in Market Creation Strategiesp. 187
Beyond Blue Oceans - Implications of Entry Time for Actors in New Marketsp. 210
Supplying Value to Customers through Innovation in B2B Servicesp. 229
Co-creating Consumption Experiences: an Endless Innovationp. 257
How Market Perceptions Influence Knowledge Strategies on User Involvementp. 285
Tribal Entrepreneurship: "Consumer Made" and Creative Communities as Market Makersp. 313
Three Types of Firm-related Online Communitiesp. 337
Co-developing New Products with Customersp. 362
Consumers' Participation in Market Co-creation; How Gay Consumers Impact on Marketing Strategies through Consumer Societyp. 389
Indexp. 413
Table of Contents provided by Blackwell. All Rights Reserved.

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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