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Innovation in Marketing (Cim Professional Development Series) (Paperback)

by Peter Doyle (Author), Susan Bridgewater (Author) "In most businesses innovation is regarded as the key to corporate success..." (more)
Key Phrases: marque values, toothbrush market, direct telephone banking, First Direct, Land Rover, Richard Branson (more...)

5.0 out of 5 stars See all reviews (1 customer review)

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Editorial Reviews

Product Description
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.

Strong conceptual approach based on high quality empirical research
Prominent author team
Supported by tutor resource pack

Product Details

Paperback: 224 pages
Publisher: Butterworth-Heinemann (July 20, 1999)
Language: English
ISBN-10: 0750641215
ISBN-13: 978-0750641210
Product Dimensions: 9.2 x 6.2 x 0.6 inches
Shipping Weight: 12 ounces (View shipping rates and policies)

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.com Sales Rank: #2,479,728 in Books (See Bestsellers in Books)

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Inside This Book (learn more)

First Sentence:
In most businesses innovation is regarded as the key to corporate success. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
marque values, toothbrush market, direct telephone banking, service bureaux, personal financial services, soft drinks market, coating lines, mobile phone market, cent coverage

Key Phrases - Capitalized Phrases (CAPs): (learn more)
First Direct, Land Rover, Richard Branson, Virgin Direct, British Steel, British Airways, Financial Times, Best Flex, New York, San Francisco, Cadbury Schweppes, Key Note Report, Rank Xerox, Direct Line, Virgin Group, Hong Kong, The Document Company, Coca Cola, Mid Class, Norwich Union, Los Angeles, Rowan Gormley, Colly Myers, Kevin Newman, Phil Robson

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Books on Related Topics | Concordance | Text Stats

Citations (learn more)

This book cites 20 books:

Marketing Planning for Services (CIM Professional Development) by Adrian Payne in Front Matter
Marketing Dictionary (Marketing Series : Professional Development) by Norman A. Hart in Front Matter
The Effective Advertiser (The Marketing Series : Practitioner) by Tom Brannan in Front Matter
The Marketing Planner (The Marketing Series : Practitioner) by Malcolm McDonald in Front Matter
Marketing Strategy, Second Edition (Cim Professional,) by Paul Fifield in Front Matter

See all 20 books this book cites

28 books cite this book:

Fundamentals and Practice of Marketing (Chartered Institute of Marketing) by John Wilmshurst MA; FCAM; FCIM on page 70, and Back Matter
Cybermarketing: How to Use the Internet to Market Your Goods and Services (Cim Series) by Pauline Bickerton in Front Matter
CIM Coursebooks 2002-2003 Diploma Case Study Book: Analysis and Decision (CIM Workbooks 2003/04 Editions) by Ashok Ranchhod in Back Matter
Key Customers: How to Manage Them Profitably (Chartered Institute of Marketing) by Malcom H. B. McDonald in Front Matter
eMarketing eXcellence (Chartered Institute of Marketing) by PR Smith in Front Matter

See all 28 books citing this book

Books on Related Topics (learn more)

Marketing Communications Management by Paul Copley

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5 of 5 people found the following review helpful:

5.0 out of 5 stars Specialist marketing book for MBA students, product managers, September 27, 1999

By A Customer

This is a unique collection of empirical material describing both systems innovation and the launch of new products. The 14 case studies range 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, each demonstrating the linkage between innovation in marketing and shareholder value.

Based on this, the editors developed a clear analytical model for managing innovation with a marketing perspective. This gives the student and professional a new decision making perspective. The key themes that structure the book are the innovation in marketing model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, and effectiveness in innovation.

Peter Doyle is Professor of Marketing and Strategic Management and Susan Bridgewater is Lecturer in Marketing and Strategy, both at the Warwick University Business School.

Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan is currently managing partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu. He holds a Master's degree in International Business and Management.