Research Handbook of Innovation and Creativity for Marketing Management (Research Handbooks in Business and Management series) - Hardcover

Hardcover

ISBN 10: 0857937944 ISBN 13: 9780857937940

Verlag: Edward Elgar Publishing Ltd, 2017

Inhaltsangabe

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.

Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined.

This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest.

Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. Tran

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Über die Autorin bzw. den Autor

Edited by Eric Shiu, Director of Education, Department of Marketing, University of Birmingham, UK

Details zur Ausgabe

• Verlag: Edward Elgar Publishing Ltd
• Erscheinungsdatum: 2017
• Sprache: Englisch
• ISBN 10: 0857937944
• ISBN 13: 9780857937940
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 250
• Herausgeber: Shiu Eric
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar