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Marketing and Innovations Management: An Integrated Perspective

by Ofek, Elie

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Description

Marketing and Innovation Management provides an understanding of what marketing can bring to the table when it comes to setting innovation strategy and proposes a way to approach research in this domain so that it has the intended effect of helping firms integrate the customer perspective.

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Product Details

  • May 15, 2010 Pub Date:
  • 1601983522 ISBN-10:
  • 9781601983527 ISBN-13:
  • English Language