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Innovation Driven Marketing


Companies are constantly challenged by numerous developments in customer behavior and in the markets. It is important for providers to capture the relevant trends in society and technology and to grow with targeted marketing solutions.

Belz / Schögel / Tomczak name trends and show how they can be used with innovative marketing solutions. The aim is to show the reader:

- which methods secure the future work of companies,
- which pitfalls have to be considered in marketing innovation,
- which trends in content in society, technology and marketing can be relevant for individual providers and
- which companies serve as a role model for marketing innovations.

Newer approaches in community marketing up to RFID (Radio Frequency Identification) or intelligent products with integrated chips are particularly deepened.

Numerous approaches stem from the innovation work of the Institute for Marketing and Trade at the University of St. Gallen with companies such as BMW, BASF, E-ON, Henkel, Interbrand-Zintzmeyer & Lux, Ringier, McKinsey, Winterthur International etc. In addition, leading future-oriented and marketing researchers and visionaries in a nutshell on important developments.

"Innovation Driven Marketing" is aimed at executives and consultants who are responsible for or are planning innovation activities in marketing.
It offers lecturers and students inspiration for their own work.


Community Marketing Innovation Marketing Marketing Innovation Marketing Solutions Methods Markets Thexis Trends

Editors and affiliations

  • Christian Belz
  • Marcus Schögel
  • Torsten Tomczak
  1. 1. University of St. Gallen St. Gallen

About the editors

Prof. Dr. Christian Belz is Professor of Marketing at the University of St. Gallen, Managing Director of the Institute for Marketing and Trade and co-founder and editor of the marketing journal Thexis.
Prof. Dr. Marcus Schögel is a lecturer in business administration with a special focus on marketing at the University of St. Gallen and head of the competence center for distribution and cooperation at the Institute for Marketing and Trade, St. Gallen.
Prof. Dr. Torsten Tomczak is Professor of Marketing at the University of St. Gallen and Director of the Institute for Marketing and Trade. He is co-editor of the marketing magazine Thexis.

Bibliographic information

  • Book TitleInnovation Driven Marketing
  • Book SubtitleFrom the trend towards innovative marketing solutions
  • Editors Christian Belz
    Marcus Schögel
    Torsten Tomczak
  • DOIhttps: //
  • Copyright InformationGabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2007
  • Publisher NameGabler
  • eBook Packages Business and Economics (German Language)
  • Hardcover ISBN978-3-8349-0282-5
  • eBook ISBN978-3-8349-9186-7
  • Edition Number1
  • Number of Pages XVIII, 489
  • Number of Illustrations0 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
  • Buy this book on publisher's site