Enhanced descriptions from Syndetics:

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective. Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

Table of contents provided by Syndetics

• Foreword (p. vii)
• Introduction (p. ix)
• 1 Marketing and innovation (p. 1)
• 2 Cadbury Schweppes: the launch of 'Oasis' into the adult soft drinks market: A sophisticated market research programme is the basis of the successful development of an exciting new drink (p. 17)
• 3 SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush: An ailing brand is revitalized by an ambitious and comprehensive marketing plan, which achieves sector leadership (p. 30)
• 4 Virgin Atlantic Airways: ten years after: Richard Branson builds a service-orientated airline (p. 42)
• 5 Land Rover: the Discovery success story: Teamwork to build a new model for a fast-growing, highly competitive segment (p. 72)
• 6 Rank Xerox: DocuTech: Leadership to achieve continuous innovation, customer service and market share (p. 83)
• 7 British Steel's success in the construction industry: A new market is created for a mature product, based on careful analysis of customer needs (p. 98)
• 8 BAA: specialist shops: Creating new, world-class standards in innovative airport retailing (p. 105)
• 9 Virgin Direct: personal financial services: Transferring a successful brand formula to innovate in a new area (p. 116)
• 10 First Direct telephone banking: A large company in a mature industry innovates to create a new market (p. 128)
• 11 Orange mobile phones: the future is bright: An innovative approach to overcoming barriers to entry by targeting new market segments (p. 139)
• 12 Psion: the Organiser: Pioneering a new product category with a new technology to achieve market leadership (p. 154)
• 13 Le BonBon plc: A traditional, high quality retailer finds innovation difficult (p. 168)
• 14 NIS Invotec: a totally innovative business: New management creates an innovative, entrepreneurial culture out of a stagnating, production-oriented business (p. 185)
• 15 LINX Printing Technologies plc: a 'high-tech' start-up: With only a great idea, entrepreneurs build a strong, rapidly growing business (p. 202)
• Index (p. 221)

Author notes provided by Syndetics