Textbook
Strategic Market Creation: A New Perspective on Marketing and Innovation ManagementISBN: 978-0-470-69427-5
Paperback
464 pages
January 2010, ©2009
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Karin Tollin is associate professor of Marketing at the
Department of Marketing, Copenhagen Business School, and programme
director of the MSc programme Strategic Market Creation. Her main
research falls in the areas of product innovation and knowledge and
brand management, with a special focus on top managers' mindsets
for innovation and on marketing's role for firms' innovation
capability. She has published on these issues in international
books and journals.
Antonella Caru is professor of Marketing at Universita Bocconi, where she is director of the MSc in Marketing Management. Her research interests are focused on services marketing and on the experiential perspective in consumption and marketing. She has also worked on various research projects in the arts and cultural marketing field. She has published on these topics in various national and international journals and books.