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Corporate Innovation (RLE Marketing) : Marketing and Strategy, PDF eBook

Corporate Innovation (RLE Marketing) : Marketing and Strategy PDF

Part of the Routledge Library Editions: Marketing series

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This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.

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