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Marketinginnovationen
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Dieses Buch befasst sich mit Marketinginnovationen, also mit Innovationen, die sich auf die Bereiche Vertrieb, Pricing und Kommunikation beziehen. Manuel Htter untersucht diese in zwei empirischen Studien nher. So wird in einer branchenbergreifenden Erhebung der Frage nachgegangen, ob und unter welchen Bedingungen Marketinginnovationen erfolgreich sind und worin die Unterschiede zu Produktinnovationen liegen. In einer zweiten Studie steht im Vordergrund, unter welchen Voraussetzungen Unternehmen besonders innovative Marketingkonzepte hervorbringen. Insgesamt sprechen die Ergebnisse fr eine strkere Auseinandersetzung der Wissenschaft und der Praxis mit dem Thema Marketinginnovationen.
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