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Winning at Innovation: The A-to-F Model
     

Winning at Innovation: The A-to-F Model

by Philip Kotler, Fernando Trias de Bes, Fernando Tra-as de Bes
 

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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.

Overview

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.

Editorial Reviews

From the Publisher

"Extremely valuable and very thorough in its approach to innovation."

-Ray Davis, Management Consultant and CMI Judge

"The book provides great clarity with regard to innovation: outstanding."

-Judy Craske, Senior Manager at Wylfa Power Station and CMI Judge

"This is a superb book that captures the way to set the stage and create a positive climate for product innovation in the corporation. The description of the six roles that must be played by a multi-functional innovation team is a major contribution."

-Robert G. Cooper, Professor Emeritus, McMaster University, Canada, and President, Product Development Institute Inc.

"The Total Innovation System is a valuable framework that gathers and connects all aspects to be considered in an innovation system. It is a good compendium of concepts, disciplines, techniques and innovation processes to be considered in an innovation ecosystem. I cannot think of any other book which makes so complete a review as this one makes."

-Cesc Bordas, Vice President of Marketing and Innovation, PepsiCo Europe

"This is a great handbook on innovation, elaborated by two of the most brilliant academic authors in the field of marketing and innovation throughout the world. It will be helpful to people with all levels of experience in innovation. It is a book which obliges one to review 'unquestionable truths' and a very useful framework in order to manage innovation, now that innovating is at the heart of business strategy."

-Carlos Losada, ESADE Business School

Product Details

ISBN-13:
9780230343436
Publisher:
Palgrave Macmillan UK
Publication date:
11/22/2011
Edition description:
2011
Pages:
272
Product dimensions:
6.30(w) x 9.30(h) x 1.30(d)

Meet the Author

PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois. Professor Kotler is the author of Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., the most widely used marketing book in graduate business schools worldwide and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards.
 
FERNANDO TRÍAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialized in Innovation and Market Research. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, Creating the Conditions for Success in Life and Business with Alex Rovira.

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