|Publication type:||Article in scientific journal|
|Type of review:||Peer review (publication)|
|Title:||Marketing innovation : a systematic review|
|Published in:||Journal of Marketing Management|
|Publisher / Ed. Institution:||Routledge|
|Subjects:||Innovation; Marketing innovation; Marketing strategy; New marketing Process|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||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.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Appears in collections:||Publikationen School of Management and Law|
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