Mastering the Marketing-Innovation Nexus
MASTERING THE MARKETING-INNOVATION NEXUS
Professor David Godes
University of Maryland
Successful firms must recognise that, innovation and marketing, are inextricably interrelated, with each both driving, and being driven, by the other. New products, promotion programs and pricing strategies all require fresh, creative thinking to win in competitive markets. Learn how to build innovation into your marketing and apply the ideas to your business immediately.
"I like the case studies, scenario application and discussion."
"I like the new ways, mental models and frameworks to think and frame problems and think about innovation. Linking innovation and marketing tactics is interesting."
"Give opportunity to the class to get involved by asking questions."