Innovation for Marketers - A Guide for Professional Marketers by Andrew Hatcher

by Andrew Hatcher

This Guide provides a wide ranging look at innovation including entrepreneurial marketing, nurturing innovation and implementing organisational change. It starts with entrepreneurship, examining the processes by which ideas can be converted into entrepreneurial opportunities and how traditional and new marketing approaches can be used in different entrepreneurial contexts. The second part of the Guide looks at the factors which support different types of innovation in organisations including the creative climate of the organisation and the role of external networks. It also looks at how to design a marketing function to support innovation and how to create innovative marketing programmes. The final section looks at internal marketing and the implementation of marketing-led organisational change including how to plan, implement and measure a change programme.

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