Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing; Creative Research on Branding, Product Design/Innovation, and Strategic Thought/Social Entrepreneurship

Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing; Creative Research on Branding, Product Design/Innovation, and Strategic Thought/Social Entrepreneurship

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Interdisciplinary approaches are critical to solve the interesting problems of the day. This volume seeks to capture and synthesize the knowledge in the area of branding, product design, innovation, and strategic thought in international marketing.In Lovelocka#39;s (1995) model of the flower of service, there is a core function at the center surrounded by petals ... So, for example, an airline offers transportation first and foremost, but airlines can differentiate their transportation service by offering unique mixes of supporting services. Gronroos (2000) describes the core as the reason for a company being on the market and, therefore, what must be fulfilledanbsp;...


Title:Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing; Creative Research on Branding, Product Design/Innovation, and Strategic Thought/Social Entrepreneurship
Author: K. Scott Swan, Shaoming Zou
Publisher:Emerald Group Publishing - 2012-09-05
ISBN-13:

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