Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.
- ISBN13 9780230343436
- Publish Date 21 October 2011
- Publish Status Active
- Publish Country GB
- Imprint Palgrave Macmillan
- Format Hardcover
- Pages 272
- Language English