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Research Handbook of Innovation and Creativity for Marketing Management
By: Eric Shiu (Editor)
Paperback | 26 October 2018
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Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined.
This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest.
Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. Tran
Industry Reviews
--John Dawson, Universities of Edinburgh and Stirling, UK
'This book contains a contemporary and important collection of the most recent research from a multinational team of innovation and creativity scholars. The focus of the articles, mixing creativity and innovation with relevance to marketing management, puts this new book in a unique position.'
--Per Kristensson, Karlstad University, Sweden
ISBN: 9781786434982
ISBN-10: 1786434989
Series: Research Handbooks in Business and Management series
Published: 26th October 2018
Format: Paperback
Language: English
Number of Pages: 264
Audience: Professional and Scholarly
Publisher: Edward Elgar Publishing Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6
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You Can Find This Book In
This product is categorised by
- Non-FictionBusiness & ManagementSales & Marketing
- Non-FictionBusiness & ManagementBusiness Innovation
- Non-FictionBusiness & ManagementManagement & Management TechniquesManagement of Specific AreasSales & Marketing Management
- Non-FictionReference, Information & Interdisciplinary SubjectsEncyclopaedias & Reference WorksReference Works