Chapter 12: Essence of marketing innovations
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Innovations can either be technology-related or marketing-related. Commonly, when people talk about innovation, they refer to technology-based products or services. But marketing innovations, although they could lead to lucrative opportunities, are mostly invisible. The focus of this chapter is on different aspects of marketing innovations. The chapter starts by highlighting the importance of innovations for restoring America’s competitiveness. It then defines marketing innovations and examines the forces that make marketing innovations as significant as technology innovations. Next, the marketing innovation triggers and shapers are discussed. Finally, ideas are advanced for future research related to marketing innovations.

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