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Strategic Market Creation

This advert is located in and around Lancaster, London

Advert Description

Oxfam Books & Music Lancaster Realizing new business opportunities by co-creating innovative new products, services and brands with end users has become a central issue for business research. Strategic Market Creation is written by researchers in marketing and innovation management from Copenhagen Business School and Bocconi University in Milan. All the chapters have a common aim - to encourage the reader to take part in creating new knowledge on marketing and innovation management. Divided into two sections, the first deals with knowledge, processes and capabilities for market creation. In the second part, the issue of co-creation with end users is examined through the various roles that companies and customers can play in the creation of new meaningful experiences. Strategic Market Creation is written from as marketing perspective, but takes account of other disciplines such as operation and technology management. There is an ever increasing need in marketing to consider both internal and external aspects of innovation management, technology and market issues concerning innovation. Strategic Market Creation includes case studies, new research findings and ideas for further research. It is a valuable resource for lecturers and essential reading for students that are studying marketing and innovation management at an advanced level. For managers engaged with marketing and innovation in the industry, the book contains new and valuable ideas and insights about various issues related to market creation. See Oxfam website for delivery information

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