Technology and Innovation for Marketing

Eleonora Pantano is Senior Lecturer in Marketing at University of Bristol, UK. Clara Bassano is an Assistant Professor of Business Management at the 'Parthenope' University of Naples and Visiting Researcher at IBM Almaden Research Center, US.Constantinos-Vasilios Priporas is a Senior Lecturer in Marketing at Middlesex University Business School, UK.

This book is a timely must-read for businesses struggling to survive in today’s digital era. The authors provide an accessible summary of scientific research and business cases for hands-on learning. Read it and learn from some of the best – enjoy!Kim Willems, Associate Marketing Professor at Vrije Universiteit Brussel, BelgiumMarketing and technology were perceived for years as two separate worlds, but the opportunities offered by technological innovation for research and increasingly effective and targeted marketing actions are more and more evident. In this book, thanks also to many case studies, it is possible to understand that the link between marketing and technology is essential for any business already now and will certainly be in the future.Daniele Pederzoli, PhD, Marketing Professor, Director of the Retailing Programs, NEOMA Business SchoolHow do marketing academics, practitioners and students keep up with a technology-infused competitive landscape? Reading this book would be a great start! Pantano, Bassano and Priporas have clearly spent a lot of time thinking about and organizing the many challenges that have infused the marketplace in recent years. How can firms stay ahead of these challenges? The book focuses on innovation, the life blood for success in today's dynamic business environment. Weaving together a mixture of practical advice backed up by decades of rigorous academic research, the authors describe key processes behind innovation, and then separately address firms and customers. This comprehensive book is both a great textbook for advanced students, and a wonderful introduction to organizational innovation for anyone wanting to catch right up to the state-of-the-art. Charles Hofacker, Florida State University, College of Business

• Part 1: Strategy development 1. Introduction to the Innovation Theory for marketing Purposes 2. Innovation as a business process 2 3. Understanding innovation solutions 4. Sources of Innovation 5. Open innovation and collaboration 6. Consumer acceptance of innovation Part 2: Implementation and practice 7. Creating new products and services 8. Capturing the benefits of innovation 9. Capture learning from innovation 10. Concluding remarks and exercises