This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.
Part 1: Introduction
1. Innovation and Marketing
2. The Diffusion of
Innovations Part 2: The Social Processes of Innovation
3. Consumer
Innovativeness
4. Communication and Influence
5. Mathematical Theories of the
Social Processes Part 3: The Marketing of New Products
6. Innovation, The
Life Cycle and New Product Strategy
7. New Product Management, The
Organization and Society
8. The Techniques of New Product Development
9.
Predicting Product Performance
10. Conclusions.
Multivolume collection by leading authors in the field
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