Bibliograph

Innovation equity, assessing and managing the monetary value of new products and services, Elie Ofek, Eitan Muller, and Barak Libai

Type

Label

Innovation equity, assessing and managing the monetary value of new products and services, Elie Ofek, Eitan Muller, and Barak Libai

Language

eng

Bibliography note

Includes bibliographical references and index

Index

index present

Literary Form

non fiction

Main title

Innovation equity

Nature of contents

bibliography

Oclc number

944086870

Responsibility statement

Elie Ofek, Eitan Muller, and Barak Libai

Sub title

assessing and managing the monetary value of new products and services

Table Of Contents

Introduction -- The basic diffusion pattern of an innovation -- The whole is bigger than the sum of its (diffusion and customer lifetime value) parts -- Don't just stand there: do something! growing innovation equity through marketing actions -- Foreseeing bumps and potholes along the diffusion road -- Jumpstarting stalled adoption: getting the mainstream to take the plunge -- Survival in the presence of a rival: valuing innovations at the brand level -- Leaping ahead to valuing the next generation -- Innovation equity makes the world go round -- Making the framework "work" for you

Contributor

Creator