IDEAS home Printed from https://ideas.repec.org/b/wsi/wsbook/6622.html
   My bibliography  Save this book

Creative Marketing for New Product and New Business Development

Editor

Listed:
  • Akira Ishikawa
    (Aoyama Gakuin University, Japan)

  • Atsushi Tsujimoto
    (University of Tokyo, Japan)

Abstract

New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R&D activities strategically and how to connect them with successful products, services and commercialization. Using interesting, real case studies such as “Healthy Tea™” developed by Japan Coca-Cola, Inc., the recommendation engine “Teach Me Electronic Appliances”, and the development of various robots, the book uncovers the secret of successful marketing and shows how to develop and deploy new products and services on a sustainable basis. It will therefore appeal to both business practitioners as well as researchers and students interested in innovation and marketing issues.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Akira Ishikawa & Atsushi Tsujimoto (ed.), 2008. "Creative Marketing for New Product and New Business Development," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 6622, August.
    • Handle: RePEc:wsi:wsbook:6622
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/worldscibooks/10.1142/6622
    Download Restriction: Ebook Access is available upon purchase
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    New Product Development; New Business Development; Creative Marketing; Information Exploration; Information Retrieval; Information Search; Development Information;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:wsbook:6622. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.