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Innovation equity : assessing and managing the monetary value of new products and services / Elie Ofek, Eitan Muller, and Barak Libai.
LIBRA HC79.T4 O34 2016
Available from offsite location
- Format:
- Book
- Author/Creator:
- Ofek, Elie, author.
- Muller, Eitan, author.
- Libai, Barak, author.
- Language:
- English
- Subjects (All):
- Diffusion of innovations.
- Diffusion of innovations--Econometric models.
- Technological innovations--Economic aspects.
- Technological innovations.
- New products--Marketing.
- New products.
- New products--Prices.
- Physical Description:
- 336 pages ; 24 cm
- Place of Publication:
- Chicago : The University of Chicago Press, 2016.
- Contents:
- Introduction
- The basic diffusion pattern of an innovation
- The whole is bigger than the sum of its (diffusion and customer lifetime value) parts
- Don't just stand there: do something! growing innovation equity through marketing actions
- Foreseeing bumps and potholes along the diffusion road
- Jumpstarting stalled adoption: getting the mainstream to take the plunge
- Survival in the presence of a rival: valuing innovations at the brand level
- Leaping ahead to valuing the next generation
- Innovation equity makes the world go round
- Making the framework "work" for you.
- Notes:
- Includes bibliographical references and index.
- ISBN:
- 9780226618296
- 0226618293
- OCLC:
- 944086870
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