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
Seiten: 763
Seiten bis: 793
Erscheinungsdatum: 2020
Verlag / Hrsg. Institution: Routledge
ISSN: 0267-257X
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.
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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