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TitleStrategic market creation : a new perspective on marketing and innovation management / edited by Karin Tollin & Antonella Caru
Imprint Hoboken, N.J. : Wiley, 2008
Descript xxiv, 439 p


Part 1: Knowledge, processes, and capabilities for market creation -- From market research to creativity templates : leveraging tacit knowledge for ideation -- Using the dynamic paradigm funnel to analyse brand management -- Creativity, cognition, and the market -- Management of innovation and product development : a Linear Versus a process perspective -- Reshaping markets through collective marketing strategies : lesson from the textile industry -- Marketing's role for firms' renewal and innovation capability -- Linking technological innovation creation to supply chain management -- A new understanding of market creation : how CUBEical thinking uncovers competitive arenas within markets -- The role of unexpected market events in market -- Beyond blue oceans - implications of entry time for actors in new markets -- Supplying value to customers through innovation in B2B services -- Part 2: Co-creation of meaningful experiences with customers -- Co-creating consumption experiences : an endless innovation -- How market perception influence knowledge strategies on user involvement -- Tribal entrepreneurship : "consumer made" and creative communities as market makers -- Three types of firm-related online communities -- Co-developing new products with customers -- Consumers' participation in market co-creation : how gay consumers impact on marketing strategies through consumer society

Marketing -- Management Product management

Sasin Library658.802 S898 2008CHECK SHELVES

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