Innovation in Marketing by Peter Doyle
(Cim Professional Development Series)

No critic rating

Waiting for minimum critic reviews


Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.

This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.

Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

About Peter Doyle

See more books from this Author
Bridgewater of Warwick University Business School Peter Doyle was born in Sydney. He worked as a taxi driver, musician, and teacher before writing "Get Rich Quick," which won the Ned Kelly Award for Best First Crime Novel in 1997. His next book, "Amaze Your Friends," won the Ned Kelly Award for Best Crime Novel in 1998, followed in 2001 by "The Devil's Jump." His account of musical recording techniques, "Echo and Reverb: Fabricating Space in Popular Music Recording, 1900-1960," will be published by Wesleyan University Press in 2005. Doyle lives in Sydney, where he divides his time between writing and teaching. He is also a part-time curator at Sydney's Justice and Police Museum.
Published October 2, 2012 by Routledge. 224 pages
Genres: Business & Economics. Non-fiction

Rate this book!

Add Review