{"product_id":"strategic-market-creation-a-new-perspective-on-marketing-and-innovation-management-paperback-softback-9780470694275","title":"Strategic Market Creation; A New Perspective on Marketing and Innovation Management (Paperback \/ softback) 9780470694275","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eStrategic Market Creation\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eA New Perspective on Marketing and Innovation Management\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eKarin Tollin (Edited by), KT Tollin (Author), Antonella Caru (Edited by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470694275, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 11 July 2008\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e464 pages\u003cbr\u003e24.4 x 16.8 x 2.7 cm, 0.85 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThe majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective. This book combines the fields of marketing and innovation management, acknowledging that marketing plays an important and proactive role in radical product, brand and market innovaton processes. Structured around two key themes – 'Knowledge, Processes and Capabilities for Market Creation' and 'Co-Creation of Meaningful Experiences with Customers', this book fills an important gap in the market.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eAbout the Authors.  \u003cp\u003eIntroduction and Overview of Strategic Market Creation.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Knowledge, Processes, and Capabilities for Market Creation.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation (Bruno Busacca, Paola Cillo, and David Mazursky).\u003c\/p\u003e \u003cp\u003e2 Using the Dynamic Paradigm Funnel to Analyse Brand Management (Mogens Bjerre, Tilde Heding, and Charlotte Knudtzen).\u003c\/p\u003e \u003cp\u003e3 Creativity, Cognition, and the Market (Bo T. Christensen).\u003c\/p\u003e \u003cp\u003e4 Management of Innovation and Product Development: a Linear Versus a Process Perspective (John K. Christiansen and Claus J. Varnes).\u003c\/p\u003e \u003cp\u003e5 Reshaping Markets through Collective Marketing Strategies: Lesson from the Textile Industry (Francesca Golfetto and Diego Rinallo).\u003c\/p\u003e \u003cp\u003e6 Marketing's role for Firms' Renewal and Innovation Capability (Richard Jones and Karin Tollin).\u003c\/p\u003e \u003cp\u003e7 Linking Technological Innovation Creation to Supply Chain Management (Juliana Hsuan-Mikkola).\u003c\/p\u003e \u003cp\u003e8 A New Understanding of Market Creation: How CUBEical Thinking Uncovers Competitive Arenas within Markets (Henrik Andersen and Thomas Ritter).\u003c\/p\u003e \u003cp\u003e9 The Role of Unexpected Market Events in Market Creation Strategies (Gabriele Troilo and Salvio Vicari).\u003c\/p\u003e \u003cp\u003e10 Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets (Mads Vangkilde).\u003c\/p\u003e \u003cp\u003e11 Supplying Value to Customers through Innovation in B2B Services (Fabrizio Zerbini)\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Co-creation of Meaningful Experiences with Customers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e12 Co-creating consumption Experiences: an Endless Innovation (Stefania Borghini and Antonella Carù).\u003c\/p\u003e \u003cp\u003e13 How Market Perceptions Influence Knowledge Strategies on User Involvement (John K. Christiansen, Anne Sofie Lefèvre, Claus J. Varnes, and Astrid S. Wolf).\u003c\/p\u003e \u003cp\u003e14 Tribal Entrepreneurship: \"Consumer Made\" and creative Communities as Market Makers (Bernard Cova and Stefano Pace).\u003c\/p\u003e \u003cp\u003e15 Three Types of Firm-related Online Communities (Niels Kornum).\u003c\/p\u003e \u003cp\u003e16 Co-developing New Products with Customers (Emanuela Prandelli and Gianmario Verona).\u003c\/p\u003e \u003cp\u003e17 Consumers' Participation in Market Co-creation: How Gay Consumers Impact on Marketing Strategies through Consumer Society (Stefano Podesta and Luca M. Visconti).\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52475088011544,"sku":"9780470694275","price":51.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470694275.jpg?v=1785804487","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/strategic-market-creation-a-new-perspective-on-marketing-and-innovation-management-paperback-softback-9780470694275","provider":"Freshly Printed Books","version":"1.0","type":"link"}