patio umbrellas
strategic market creation a new perspective on marketing and innovation management
the majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective . this book combines the fields of marketing and innovation management acknowledging that marketing plays an important and proactive role in radical product brand and market innovaton processes . structured around two key themes knowledge processes and capabilities for market creation and co creation of meaningful experiences with customers this book fills an important gap in the market .