Innovation in Marketing

Peter J. Doyle

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Marketing and Advertising Strategies Business Strategies and Innovation Innovation and Knowledge Management

Abstract

Marketing and innovation by Peter Doyle Cadbury Schweppes the launch of 'Oasis' into the adult soft drinks market by Susan Bridgewater SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush by Veronica Wong Virgin Atlantic Airways: ten years after by Jean-Claude Larreche Land Rover: the Discovery success story by Vivienne Shaw Rank Xerox: DocuTech by Veronica Wong British Steel's success in the construction industry by Vivienne Shaw BAA: the specialist shops by Veronica Wong Virgin Direct: personal finance services by Susan Bridgewater First Direct telephone banking by Susan Bridgewater Orange mobile phones: the future is bright by Susan Bridgewater Psion: the Organiser by Jonathan Freeman Le BonBon plc by Peter Doyle NIS Invotec: a totally innovative business by Stuart Chambers LINX Printing Technologies plc: a 'high-tech' start-up by Gordon Murray.

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