Research handbook of innovation and creativity for marketing management / edited by Eric Shiu
نوع المادة :
نصاللغة: الإنجليزية الناشر:Cheltenham, UK : Edward Elgar Publishing, 2018وصف:ix, 250 pages : illustrations ; 24 cmنوع المحتوى:- text
- still image
- unmediated
- volume
- 0857937944
- 9781786434982
- 9780857937940
- HF5415.13 .R47 2018
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
|---|---|---|---|---|---|---|---|
كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.13 .R47 2018 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30030000000796 | ||
|
كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.13 .R47 2018 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30030000005424 |
Includes bibliographical references and index.
Introduction / Eric Shiu.--1. What is innovation? / Søren Harnow Klausen.--2. Product design innovation – Trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective / Eric Shiu.--3. Innovation performance in service industries – unlocking the intricate effects of strategic orientations and the business model / Colin Cheng.--4. Organizing for creativity / Farida Rasulzada.--5. Four Decades of Engaging Customers in Product Innovation / Mai Khanh Tran.--6. Developing a Conceptual Model of the Impacts of Electronic Word-of-mouth on Innovation Adoption Yingying Qian.--7. Cultural influences on innovation resistance: A conceptual framework / Nasir Salari.--8. The influence of personality on creativity / Eva Hoff and Ingegerd Carlsson.--9. Chan/Zen of Creativity Management / Ai-Girl Tan.--10. Creativity in Advertisement: How Advertisements Strike People - A Critical Discussion of the Role of Original Ideas and Background Music / Alessandro Antonietti and Barbara Colombo.--Concluding.
This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
