This book provides guidelines for the pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement i

This book provides guidelines for the pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement i

It would be difficult to find a CEO today that would not rank "innovation" as one of the top means by which a firm can sustain growth and survive a harsh compet

This book extends our understanding of how different cross- functional business and management disciplines, such as innovation and entrepreneurship, strategic m