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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.
    • Handle: RePEc:wsi:wsbook:6622
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/6622
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    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

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