Innovation in Marketing

By: Peter Doyle, Susan Bridgewater

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Paperback | 10 November 1998 | Edition Number 1

At a Glance

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242 Pages

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23.39 x 15.6 x 1.3

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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

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Management & Management Techniques

Foreword	p. vii
Introduction	p. ix
Marketing and innovation	p. 1
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	p. 17
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	p. 30
Virgin Atlantic Airways: ten years after: Richard Branson builds a service-orientated airline	p. 42
Land Rover: the Discovery success story: Teamwork to build a new model for a fast-growing, highly competitive segment	p. 72
Rank Xerox: DocuTech: Leadership to achieve continuous innovation, customer service and market share	p. 83
British Steel's success in the construction industry: A new market is created for a mature product, based on careful analysis of customer needs	p. 98
BAA: specialist shops: Creating new, world-class standards in innovative airport retailing	p. 105
Virgin Direct: personal financial services: Transferring a successful brand formula to innovate in a new area	p. 116
First Direct telephone banking: A large company in a mature industry innovates to create a new market	p. 128
Orange mobile phones: the future is bright: An innovative approach to overcoming barriers to entry by targeting new market segments	p. 139
Psion: the Organiser: Pioneering a new product category with a new technology to achieve market leadership	p. 154
Le BonBon plc: A traditional, high quality retailer finds innovation difficult	p. 168
NIS Invotec: a totally innovative business: New management creates an innovative, entrepreneurial culture out of a stagnating, production-oriented business	p. 185
LINX Printing Technologies plc: a 'high-tech' start-up: With only a great idea, entrepreneurs build a strong, rapidly growing business	p. 202
Index	p. 221
Table of Contents provided by Syndetics. All Rights Reserved.

Innovation in Marketing

At a Glance

Paperback

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