Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Purchase, Sharon | - |
dc.contributor.author | Volery, Thierry | - |
dc.date.accessioned | 2020-08-31T08:42:42Z | - |
dc.date.available | 2020-08-31T08:42:42Z | - |
dc.date.issued | 2020 | - |
dc.identifier.issn | 0267-257X | de_CH |
dc.identifier.issn | 1472-1376 | de_CH |
dc.identifier.uri | https://research-repository.uwa.edu.au/en/publications/marketing-innovation-a-systematic-review | de_CH |
dc.identifier.uri | https://digitalcollection.zhaw.ch/handle/11475/20421 | - |
dc.description.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. | de_CH |
dc.language.iso | en | de_CH |
dc.publisher | Routledge | de_CH |
dc.relation.ispartof | Journal of Marketing Management | de_CH |
dc.rights | Licence according to publishing contract | de_CH |
dc.subject | Innovation | de_CH |
dc.subject | Marketing innovation | de_CH |
dc.subject | Marketing strategy | de_CH |
dc.subject | New marketing Process | de_CH |
dc.subject.ddc | 658.8: Marketingmanagement | de_CH |
dc.title | Marketing innovation : a systematic review | de_CH |
dc.type | Beitrag in wissenschaftlicher Zeitschrift | de_CH |
dcterms.type | Text | de_CH |
zhaw.departement | School of Management and Law | de_CH |
dc.identifier.doi | 10.1080/0267257X.2020.1774631 | de_CH |
zhaw.funding.eu | No | de_CH |
zhaw.issue | 9-10 | de_CH |
zhaw.originated.zhaw | Yes | de_CH |
zhaw.pages.end | 793 | de_CH |
zhaw.pages.start | 763 | de_CH |
zhaw.publication.status | publishedVersion | de_CH |
zhaw.volume | 36 | de_CH |
zhaw.publication.review | Peer review (Publikation) | de_CH |
zhaw.webfeed | W: Spitzenpublikation | de_CH |
zhaw.author.additional | No | de_CH |
zhaw.display.portrait | Yes | de_CH |
Appears in collections: | 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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