Book Title: Winning At Innovation
ISBN: 9780230343436
By Author(s):FERNANDO TRIAS DE BES & PHILIP KOTLER
By Publisher:SPRINGER NATURE
Format:HC
Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at different levels of the organization. The world's leading expert in marketing and innovation Philip Kotler, and Fernando Trias de Bes together present a revolutionary model for innovation.