Innovation and New Product Marketing (RLE Marketing) - Routledge Library Editions: Marketing - David F. Midgley - Books - Taylor & Francis Ltd - 9781138788398 - August 22, 2014
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David F. Midgley
Innovation and New Product Marketing (RLE Marketing) - Routledge Library Editions: Marketing 1st edition

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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.

296 pages

Media Books     Hardcover Book   (Book with hard spine and cover)
Released August 22, 2014
ISBN13 9781138788398
Publishers Taylor & Francis Ltd
Pages 296
Dimensions 156 × 234 × 28 mm   ·   544 g
Language English  

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