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Title: Innovation in Marketing by Peter Doyle, Susan Bridgewater ISBN: 0-7506-4121-5 Publisher: Butterworth-Heinemann Pub. Date: 20 July, 1999 Format: Paperback Volumes: 1 List Price(USD): $47.95

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Average Customer Rating: 5 (1 review)

Rating: 5
Summary: Specialist marketing book for MBA students, product managers
Comment: This is a unique collection of empirical material describing both systems innovation and the launch of new products. The 14 case studies range 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, each demonstrating the linkage between innovation in marketing and shareholder value.

Based on this, the editors developed a clear analytical model for managing innovation with a marketing perspective. This gives the student and professional a new decision making perspective. The key themes that structure the book are the innovation in marketing model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, and effectiveness in innovation.

Peter Doyle is Professor of Marketing and Strategic Management and Susan Bridgewater is Lecturer in Marketing and Strategy, both at the Warwick University Business School.

Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan is currently managing partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu. He holds a Master's degree in International Business and Management.