Transcultural marketing for incremental and radical innovation /
"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different
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Corporate Authors: | |
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Group Author: | ; ; |
Published: |
IGI Global,
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Publisher Address: | Hershey, Pa. : |
Publication Dates: | [2014] |
Literature type: | eBook |
Language: | English |
Subjects: | |
Online Access: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-4749-7 |
Summary: |
"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different |
Carrier Form: | PDFs (557 pages) |
Bibliography: | Includes bibliographical references. |
ISBN: | 9781466647503 |
Access: | Restricted to subscribers or individual electronic text purchasers. |
Index Number: | HF5415 |
CLC: | F713.5 |
Contents: | Discovering the nexus between market orientation and open innovation: a grounded theory approach / Gul Denktas-Sakar, Cimen Karatas-Cetin, Omur Yasar Saatcioglu -- Unveiling culturally diverse markets: a typology of youth in Flanders, Belgium / Joyce Ko |