Marketing and Innovation Management: An Integrated Perspective

Recent work by marketing scholars holds the promise of an increased marketing impact on innovation decision-making. Marketing and Innovation Management reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services. Marketing¿s role in innovation management can be reinforced by shifting marketing input to innovation and by moving the focus away from quantifying consumer input through surveys and towards uncovering qualitative insights by engaging and observing consumers. This monograph addresses the topic of understanding customer adoption and the diffusion of innovations. The authors review recent developments and demonstrate how marketing concepts and frameworks fit with and enrich those proposed in other disciplines. Finally, Marketing and Innovation Management examines the launch of innovation into the marketplace and how recent trends are changing how marketers¿ approach this critical task. Marketing and Innovation Management provides an understanding of what marketing can bring to the table when it comes to setting innovation strategy and proposes a way to approach research in this domain so that it has the intended effect of helping firms integrate the customer perspective.