Technology introduction -- Innovation as a business process -- Understanding innovation solutions -- Impact on firms -- Creating new products and services -- Capturing the benefits of innovation -- Capture learning from innovation -- Influence on consumers -- Open innovation and collaboration --...

Purpose: Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach:...