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Routledge Innovation and New Product Marketing (RLE Marketing): 15 (Routledge Library Editions: Marketing)

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Description

This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.

Product Specifications

Format
hardcover
Domain
Amazon UK
Release Date
16 September 2014
Listed Since
15 January 2014

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