| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Marketing innovation : a systematic review |
| Autor/-in: | Purchase, Sharon Volery, Thierry |
| et. al: | No |
| DOI: | 10.1080/0267257X.2020.1774631 |
| Erschienen in: | Journal of Marketing Management |
| Band(Heft): | 36 |
| Heft: | 9-10 |
| Seite(n): | 763 |
| Seiten bis: | 793 |
| Erscheinungsdatum: | 2020 |
| Verlag / Hrsg. Institution: | Routledge |
| ISSN: | 0267-257X 1472-1376 |
| Sprache: | Englisch |
| Schlagwörter: | Innovation; Marketing innovation; Marketing strategy; New marketing Process |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | This study aims to investigate the development of ‘marketing innovation’ defined as the implementation of new marketing practices involving significant changes in the design, distribution, promotion or pricing of a product or service. We conduct a systematic review to provide conceptual, methodological and thematic guidance for scholars interested in studying marketing innovation. Our findings suggest while marketing innovation is often merged with the dominant technological focus underpinning product or service innovation, there is a growing trend to consider the innovation potential offered by the development of new distribution channels, branding strategies, communication types or pricing mechanisms. Digitisation, a key driver for marketing innovation, enables new communication methods, branding strategies, offering designs, and transaction settings. There is a growing trend to focus on cocreation, service-dominant logic and user community perspectives. |
| URI: | https://research-repository.uwa.edu.au/en/publications/marketing-innovation-a-systematic-review https://digitalcollection.zhaw.ch/handle/11475/20421 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Purchase, S., & Volery, T. (2020). Marketing innovation : a systematic review. Journal of Marketing Management, 36(9-10), 763–793. https://doi.org/10.1080/0267257X.2020.1774631
Purchase, S. and Volery, T. (2020) ‘Marketing innovation : a systematic review’, Journal of Marketing Management, 36(9-10), pp. 763–793. Available at: https://doi.org/10.1080/0267257X.2020.1774631.
S. Purchase and T. Volery, “Marketing innovation : a systematic review,” Journal of Marketing Management, vol. 36, no. 9-10, pp. 763–793, 2020, doi: 10.1080/0267257X.2020.1774631.
PURCHASE, Sharon und Thierry VOLERY, 2020. Marketing innovation : a systematic review. Journal of Marketing Management [online]. 2020. Bd. 36, Nr. 9-10, S. 763–793. DOI 10.1080/0267257X.2020.1774631. Verfügbar unter: https://research-repository.uwa.edu.au/en/publications/marketing-innovation-a-systematic-review
Purchase, Sharon, and Thierry Volery. 2020. “Marketing Innovation : A Systematic Review.” Journal of Marketing Management 36 (9-10): 763–93. https://doi.org/10.1080/0267257X.2020.1774631.
Purchase, Sharon, and Thierry Volery. “Marketing Innovation : A Systematic Review.” Journal of Marketing Management, vol. 36, no. 9-10, 2020, pp. 763–93, https://doi.org/10.1080/0267257X.2020.1774631.
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