Innovation and New Product Marketing (RLE Marketing)

This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.

Author: David F. Midgley
Publisher: Routledge
Published: 11/26/2015
Pages: 296
Binding Type: Paperback
Weight: 0.93lbs
Size: 9.21h x 6.14w x 0.62d
ISBN: 9781138972766

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Multivolume collection by leading authors in the field