ESCP Europe

This book, written by researchers in marketing and innovation management, is divided into two sections. The first deals with knowledge, processes and capabilities for market creation. In the second, the issue of co-creation with end uses is examined through the various roles that companies and customers can play in he creation of new meaningful experiences. There is an ever increasing need in marketing to consider both internal and external aspects of innovation management, technology and market issues concerning innovation. It includes numerous case studies.