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.
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A Sociology of Taste, Audience, and Publics
Edward F. McQuarrie
It’s a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie expertly analyzes how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.
Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Trust and New Technologies presents versatile new research that illustrates the different roles that trust plays in the marketing and management of new technologies.
Conceiving and Marketing Products in the Networking Age
Emanula Prandelli, Mohanbir Sawhney and Gianmario Verona
The book enriches an important debate in management and in academia on the new product development process. It encompasses marketing approaches and is sharply focused on the opportunities that digital technologies have created for involving customers in collaborative innovation, and actionable recommendations for putting collaborative innovation to work.
Managing Knowledge in Market Oriented Companies
Gabriele Troilo explores the entire marketing knowledge management process from a unique perspective. He emphasises the fact that in today’s markets, competitive advantage is achieved by companies which are knowledge-based and market oriented.