Innovation in Marketing

  • Publication Year: 2017
  • ISBN: 9781680947083
  • Price: $150.00
  • Publisher: Arcler Press LLC
  • Binding Type: Hardcover

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This Text gives hands-on theoretical insights and practical guidelines for the most relevant problems in global marketing. In a market economy, in addition to innovations in products and production processes, there are also innovations in the marketing of products. The development of new marketing tools and methods plays an important role in the evolution of industries. In recent years, for instance, new ways of gathering consumer information through innovative marketing programs and technologies have enabled rms to reach consumers more e ectively and to use pricing strategies that were previously not feasible. It aims to investigate the relationship among three dimensions of marketing innovation strategy (learning orientation, rm entrepreneurship and research and development innovation strategy) on marketing performance through mediating in uences of new product development, customer responsiveness, marketing e ectiveness and marketing advantage.

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Dr. Ashish Chandra is an Associate Professor in Department of Commerce, Delhi School of Economics, University of Delhi. He is a Topper and Gold Medalist in Masters of International Business Management. He had the Honour of being awarded by two Gold Medals & two Merit Scholarships from the hands of First Citizen of India, His Excellency, The then, Hon’ble President of India, Dr. A. P. J. Abdul Kalam. He completed his Ph.D in the year 2005 in ‘Marketing’ i.e., ‘Customer Relationship Management’. He has to his credit 14 years of teaching and industry experience. He has a rich and mix experience of working under di erent University systems and his industry experience relates him to IBM (International Business Machine).

Dr. Chandra has extensively presented and published number of papers in various national and international conferences as well as reputed journals in India and abroad. He has to his credit, twenty books. He has successfully organized and conducted several events like, international & national conferences and workshops, seminars, panel discussions in capacity of convener. He has conducted many projects, out of which one was funded by Micro, Small & Medium Enterprise, Ministry of Industry, Government of India. He is involved in Teaching, Training, Research and Consultancy. His interest lies in the areas of Marketing, Customer Relationship Management, Consumer Behavior, Responsible Marketing, Integrated Marketing, Branding Solutions, Sales & Distribution Management, Retail Management and Services Marketing. He is actively engaged in panel discussions, guest lectures, workshops, trainings and MDPs at various forums. He has contributed in National Dailies on di erent themes. He has trained middle-level and top-level management executives and o ered consultancy services to many companies.