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Research Handbook of Innovation and Creativity for Marketing Management

Eric Shiu
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      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
      Format: Paperback / softback CONTRIBUTORS: Eric Shiu EAN: 9781786434982 COUNTRY: United Kingdom PAGES: WEIGHT: 0 g HEIGHT: 234 cm
      PUBLISHED BY: Edward Elgar Publishing Ltd DATE PUBLISHED: 2018-10-26 CITY: GENRE: BUSINESS & ECONOMICS / Development / Business Development, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Reference WIDTH: 156 cm SPINE:

      Book Themes:

      Reference works, Business innovation, Sales and marketing management

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      Edited by Eric Shiu, Director of Education, Department of Marketing, University of Birmingham, UK
      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
      Format: Paperback / softback CONTRIBUTORS: Eric Shiu EAN: 9781786434982 COUNTRY: United Kingdom PAGES: WEIGHT: 0 g HEIGHT: 234 cm
      PUBLISHED BY: Edward Elgar Publishing Ltd DATE PUBLISHED: 2018-10-26 CITY: GENRE: BUSINESS & ECONOMICS / Development / Business Development, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Reference WIDTH: 156 cm SPINE:

      Book Themes:

      Reference works, Business innovation, Sales and marketing management

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      Be the first to write a review
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      Edited by Eric Shiu, Director of Education, Department of Marketing, University of Birmingham, UK

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