Innovation in Marketing

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

Chapter 1 Chapter 1 Marketing and innovation, PeterDoyle; Chapter 2 Chapter 2 Cadbury Schweppes: the launch of 'Oasis' into the adult soft drinks market, Susan Bridgewater; Chapter 3 Chapter 3 SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush; Chapter 4, Jean-Claude Larréché; Chapter 5 Chapter 5 Land Rover: the Discovery success story, VivienneShaw; Chapter 6 Chapter 6 Rank Xerox: DocuTech, VeronicaWong; Chapter 7 Chapter 7 British Steel's success in the construction industry, Vivienne Shaw; Chapter 8 Chapter 8 BAA: specialist shops, VeronicaWong; Chapter 9 Chapter 9 Virgin Direct: personal financial services, Susan Bridgewater; Chapter 10 Chapter 10 First Direct telephone banking, Susan Bridgewater; Chapter 11 Chapter 11 Orange mobile phones: the future is bright, Susan Bridgewater; Chapter 12 Chapter 12 Psion: the Organiser, Jonathan Freeman; Chapter 13 Chapter 13 Le BonBon plc, Peter Doyle; Chapter 14 Chapter 14 NIS Invotec: a totally innovative business, Stuart Chambers; Chapter 15 Chapter 15 LINX Printing Technologies plc: a 'high-tech' start-up, Gordon Murray Index;