This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for

This textbook teaches the key business and marketing principles needed to successfully design and launch new products and services in an international marketpla

Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to arti

This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of

Video games have had a greater impact on our society than almost any other leisure activity. They not only consume a large portion of our free time, they influe