Antonella Caru is professor of Marketing at Universita Bocconi, where she is director of the MSc in Marketing Management. Her research interests are focused on services marketing and on the experiential perspective in consumption and marketing. She has also worked on various research projects in the arts and cultural marketing field. She has published on these topics in various national and international journals and books.
About the Authors | p. ix |
Introduction and Overview of Strategic Market Creation | p. xv |
Knowledge, Processes, and Capabilities for Market Creation | |
From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation | p. 3 |
Using the Dynamic Paradigm Funnel to Analyse Brand Management | p. 27 |
Creativity, Cognition, and the Market | p. 48 |
Management of Innovation and Product Development: a Linear Versus a Process Perspective | p. 71 |
Reshaping Markets through Collective Marketing Strategies: Lesson from the Textile Industry | p. 97 |
Marketing's Role for Firms' Renewal and Innovation Capability | p. 124 |
Linking Technological Innovation Creation to Supply Chain Management | p. 158 |
A New Understanding of Market Creation: How CUBEical Thinking Uncovers Competitive Arenas within Markets | p. 172 |
The Role of Unexpected Market Events in Market Creation Strategies | p. 187 |
Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets | p. 210 |
Supplying Value to Customers through Innovation in B2B Services | p. 229 |
Co-creation of Meaningful Experiences with Customers | |
Co-creating Consumption Experiences: an Endless Innovation | p. 257 |
How Market Perceptions Influence Knowledge Strategies on user Involvement | p. 285 |
Tribal Entrepreneurship: "Consumer Made" and Creative Communities as Market Makers | p. 313 |
Three Types of Firm-related Online Communities | p. 337 |
Co-developing New Products with Customers | p. 362 |
Consumers' Participation in Market Co-creation: How Gay Consumers Impact on Marketing Strategies through Consumer Society | p. 389 |
Index | p. 413 |
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