Innovationsmarketing

Volker Trommsdorff · Fee Steinhoff

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Business Strategies and Innovation Marketing and Advertising Strategies Service and Product Innovation

Abstract

Das Lehrbuch gibt einen praxisorientierten und zugleich wissenschaftlich fundierten Überblick über das Innovationsmarketing, also die Schnittmenge zwischen Marketing und Innovationsmanagement. Dabei geht es um den Markterfolg neuer Produkte und Services sowie um professionelles Management während aller Phasen des Innovationsvorhabens.

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2002Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives 2011Innovation Communication as a Cross-Functional Dynamic Capability: Strategies for Organizations and Networks 2018Strategic Foresight of Future B2B Customer Opportunities through Machine Learning 1997Entwicklungspfade im Investitionsgütermarketing 2013Innovation Marketing: An Introduction 2021New Product Launch Success: A Literature Review 1985Behavioral industrial marketing research in Germany and the United States—A comparison 1995Industrielles Kaufverhalten

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