Adoption of innovation : balancing internal and external stakeholders in the marketing of innovation /
This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts a...
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| Format: | eBook |
| Language: | English |
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Cham
Springer International Publishing Imprint: Springer
2015.
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| Online Access: | Click here to view the full text content |
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