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 --...

Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success. Exploring themes in strategic marketing , creativity in...

In recent years, the development of customer centric marketing strategies has grown rapidly. At the same time, the increasing of social networks users has forced marketing to consider these systems as tool for attracting, maintaining and managing clients, as well as for collecting data on market...