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Corporate Innovation (RLE Marketing)

Gordon Foxall · ISBN 9781138792401
Corporate Innovation (RLE Marketing) | Zookal Textbooks | Zookal Textbooks
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Publisher Taylor and Francis
Author(s) Gordon Foxall
Subtitle Marketing and Strategy
Published 22nd August 2014
Related course codes

Marketing and Strategy

This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.

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