About this ebook
Innovation in Marketing, Volume 23 in the Review of Marketing Research series, brings together a diverse set of scholarly contributions that advance theoretical understanding of innovation in marketing. Grounded in the view that innovation involves the creation and implementation of new offerings and practices, the volume explores how meaningful changes in design, distribution, promotion, and pricing reshape markets. The chapters are organized to reflect the multifaceted nature of marketing innovation to offer a comprehensive and timely exploration of marketing innovation’s many dimensions.
Innovation in Marketing, Volume 23 in the Review of Marketing Research series, brings together a diverse set of scholarly contributions that advance theoretical understanding of innovation in marketing. Grounded in the view that innovation involves the creation and implementation of new offerings...
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About the author
Mark Peterson is a Professor of Marketing and Sustainable Business Practices at the University of Wyoming’s College of Business, USA. His research focuses on sustainability, macromarketing, international marketing, and consumer behaviour. He has published more than 60 refereed journal articles in leading outlets including the Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Public Policy & Marketing, and Journal of Macromarketing, where he also served as editor from 2016–2019.
Mark Peterson is a Professor of Marketing and Sustainable Business Practices at the University of Wyoming’s College of Business, USA. His research focuses on sustainability, macromarketing, international marketing, and consumer behaviour. He has published more than 60 refereed journal articles in...
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