Study on the Patterns of Marketing Innovation of Enterprise

摘要：

In order to succeed in the era of knowledge economy and promote their core competitive power, enterprises should devote major efforts into the development of marketing innovation. Taking the very new perspective on the ability to marketing innovation, the author analyzed the three major patterns of marketing innovation of the enterprise based on the successful cases. The article discussed the key factors that influenced the choice of patterns of marketing innovation within the macroscopic and microscopic category at last.

关键词： Marketing innovation Innovation ability Innovation pattern

作者: ZHAO Shuhong GUO Minna

作者单位: Assistant Professor,P.H.D Candidate Assistant,Master School of Business & Tourism Management Yunnan University,P.R.China,650091

会议类型: 国际会议

会议名称: 2008 International Conference of Management Science and Engineering(2008管理科学与工程国际学术会议)

会议地点: 河南焦作

会议语种:英文

页码: 1405-1409

在线出版日期: 2008-11-01（万方平台首次上网日期，不代表论文的发表时间）