| Record Type: |
Language materials, printed
: monographic
|
| Author: |
SrinivasanR., |
| Alternative Intellectual Responsibility: |
LohithC. P., |
| Place of Publication: |
Singapore |
| Published: |
Springer Nature Singapore; |
| Year of Publication: |
2017 |
| Description: |
xiii, 131 p.ill. : 24 cm.; |
| Series: |
India Studies in Business and Economics |
| Subject: |
Small business marketing - India. - |
| Subject: |
Small business - Technological innovations - India. - |
| Subject: |
Small business marketing. - |
| Subject: |
Small business - Technological innovations. - |
| Subject: |
India. - |
| Notes: |
Copyright ©2017 Springer Nature Singapore Pte Ltd. 2017 Springer Nature Singapore Pte Ltd. |
| Summary: |
"This book investigates how strategic marketing is influencing organizations’ innovation performance. It presents a structured study conducted on micro, small and medium enterprises(MSMEs) to identify the correlation between innovation and strategic marketing in both Indian manufacturing and service organizations. Strategic marketing, which achieves excellence in organizations, is at the heart of improving productivity, profitability and market sustainability, while also supplying organizations a much sought-after competitive advantage. It has been observed that strategic marketing can significantly help anymanufacturing firm to attain the required level of growth, and can specifically be used by Indian firms as a means of deriving differential advantages...This book identifies the variables of strategic marketing that can help companies significantly boost their innovation performance, making it a valuable resource for students, researchers, professionals and policymakers alike." -- Publisher's website. |
| ISBN: |
978-981-10-3589-0bound |
| ISBN: |
981-10-3589-Xbound |