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Six pathways to marketing innovation

Planning Review

ISSN: 0094-064X

Article publication date: 1 June 1992

566

Abstract

A company must decide not only which pathway of innovation to pursue but apply talented, focused management to the problem of maximizing the yield from its innovation.

Citation

Magrath, A.J. (1992), "Six pathways to marketing innovation", Planning Review, Vol. 20 No. 6, pp. 12-48. https://doi.org/10.1108/eb054387

Publisher

:

MCB UP Ltd

Copyright © 1992, MCB UP Limited

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