Technology and Innovation for Marketing

by Eleonora Pantano, Constantinos-Vasilios Priporas, Clara Bassano

Book Overview

Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift - enabling them to get closer to their customers and their needs - or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant.

In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas...

• Format: Paperback
• Language: English
• ISBN: 1138323179
• ISBN13: 9781138323179
• Release Date: August 2018
• Publisher: Routledge
• Length: 130 Pages
• Weight: 0.56 lbs.
• Dimensions: 0.3" x 6.8" x 9.7"