MARC Record from marc_columbia

LEADER: 05417cam a2200637Ma 4500
001 14676655
005 20220709230810.0
006 m o d
007 cr cn|||||||||
008 121018s2011 enka ob 001 0 eng d
035 $a(OCoLC)ocn823654810
035 $a(NNC)14676655
040 $aE7B$beng$epn$cE7B$dOCLCO$dOCLCQ$dOCLCF$dOCLCO$dTYFRS$dIDEBK$dOCLCQ$dAU@$dOCLCQ$dK6U$dOCLCO
019 $a813397536$a813534452$a817822152$a1058455214
020 $a9780080508788$q(e-book)
020 $a0080508782$q(e-book)
020 $a1283642816
020 $a9781283642811
020 $a6613955310
020 $a9786613955319
020 $z0750641215
020 $z9780750641210
035 $a(OCoLC)823654810$z(OCoLC)813397536$z(OCoLC)813534452$z(OCoLC)817822152$z(OCoLC)1058455214
050 4 $aHF5415.13$b.I56 2011eb
072 7 $aKJMV7$2bicssc
082 04 $a658.8$bI584
049 $aZCUA
245 00 $aInnovation in marketing /$cedited by Peter Doyle and Susan Bridgewater.
260 $aLondon :$bRoutledge,$c2011.
300 $a1 online resource (xii, 225 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aChartered Institute of Marketing. Marketing series
500 $a"Published in association with the Chartered Institute of Marketing."
500 $aOriginally published by Butterworth-Heinemann in 1998.
504 $aIncludes bibliographical references and index.
520 $aInnovation 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.
505 0 $a1. Marketing and innovation / Peter Doyle -- 2. Cadbury Schweppes : the launch of 'Oasis' into the adult soft drinks market : a sophisticated market research programme is the basis of the successful development of an exciting new drink / Susan Bridgewater -- 3. SmithKline Beecham Consumer Healthcare (SBCH) : Dr. Best flex toothbrush : an ailing brand is revitalized by an ambitious and comprehensive marketing plan, which achieves sector leadership / Veronica Wong -- 4. Virgin Atlantic Airways : ten years after : Richard Branson builds a service-orientated airline / Jean-claude Larreche -- 5. Land Rover : the discovery success story : teamwork to build a new model for a fast-growing, highly competitive segment / Vivienne Shaw -- 6. Rank Xerox : DocuTech : leadership to achieve continuous innovation, customer service and market share / Veronica Wong -- 7. British Steel's success in the construction industry : a new market is created for a mature product, based on careful analysis of customer needs / Vivienne Shaw -- 8. BAA : specialist shops -- 9. Virgin Direct : personal financial services : transferring a successful brand formula to innovate in a new area / Susan Bridgewater -- 10. First Direct telephone banking : a large company in a mature industry innovates to create a new market / Susan Bridgewater -- 11. Orange mobile phones : the future is bright : an innovative approach to overcoming barriers to entry by targeting new market segments / Susan Bridgewater -- 12. Psion : the organiser : pioneering a new product category with a new technology to achieve market leadership / Jonathan Freeman -- 13. Le BonBon plc : a traditional, high quality retailer finds innovation difficult / Peter Doyle -- 14. NIS Invotec : a totally innovative business : new management creates an innovative, entrepreneurial culture out of a stagnating, production-oriented business / Stuart Chambers -- 15. LINX Printing Technologies plc : a 'high-tech' start-up : with only a great idea, entrepreneurs build a strong, rapidly growing business / Gordon Murray.
650 0 $aMarketing$xManagement$vCase studies.
650 0 $aService industries$xMarketing$vCase studies.
650 0 $aTechnological innovations$xMarketing$vCase studies.
650 6 $aMarketing$xGestion$vÉtudes de cas.
650 6 $aServices (Industrie)$xMarketing$vÉtudes de cas.
650 7 $aMarketing$xManagement.$2fast$0(OCoLC)fst01010209
650 7 $aService industries$xMarketing.$2fast$0(OCoLC)fst01113447
650 7 $aTechnological innovations$xMarketing.$2fast$0(OCoLC)fst01145036
655 0 $aElectronic books.
655 4 $aElectronic books.
655 7 $aCase studies.$2fast$0(OCoLC)fst01423765
700 1 $aDoyle, Peter.
700 1 $aBridgewater, Susan.
710 2 $aChartered Institute of Marketing.
830 0 $aMarketing series (London, England)
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14676655$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS