The Innovative idea: A prerequisite for contemporary marketing

摘要：

Success of an innovative idea in the market depends on the value creation, communication, distribution and exchange with its stakeholders. Innovators and entrepreneurs face many challenges when trying to sell their innovative ideas. This paper shows the important link between the basic marketing theory and challenges in practice. It concludes by recommending how to create a better foundation to increase the market share and overall success of an innovation in the market

关键词： market share marketing strategy marketing communications selling innovations

作者: Abbas Khosravi Najme Roozmand Khalil Md Nor Ali Akbar Hozhabri

作者单位: Department of Management Shiraz Payame Noor University Shiraz, Iran Economics and Management School Wuhan University Wuhan, China

会议类型: 国际会议

会议名称: 2011 International Conference on Economics, Business and Marketing Management(EBMM 2011)(2011年经济、商业和营销管理国际会议)

会议地点: 上海

会议语种:英文

页码: 494-498

在线出版日期: 2011-03-11（万方平台首次上网日期，不代表论文的发表时间）