Ofek, Elie; Toubia, Olivier - In: Foundations and Trends(R) in Marketing 4 (2010) 2, pp. 77-128
The relevance and importance of marketing in innovation management has been questioned in recent years. Marketing has … been blamed directly or indirectly for poor returns on investment in innovation, and marketing models of the diffusion of … innovations have not been widely adopted. In this monograph we argue that marketing is currently in a unique position to reaffirm …
