PRODUCT MANAGEMENT AND MARKETING INNOVATION STRATEGY

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21630%2F19%3A00341090" target="_blank" >RIV/68407700:21630/19:00341090 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.18267/pr.2019.los.186.0" target="_blank" >https://doi.org/10.18267/pr.2019.los.186.0</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18267/pr.2019.los.186.0" target="_blank" >10.18267/pr.2019.los.186.0</a>

Result language
angličtina
Original language name
PRODUCT MANAGEMENT AND MARKETING INNOVATION STRATEGY
Original language description
The digital transformation has changed the corporate reality and main product management principles. The purpose of this paper is to investigate the product management theory in the context of marketing innovation strategy. The new agile framework has shifted the work of product manager from a relatively stable and controllable system to a relatively open and agile environment. First, the paper begins with the discussion of the concept of the marketing mix development and elements that constitute the product, it summarizes the theoretical aspects related to product management. Second, the paper discusses the innovation strategy in the context of banking product management based on customer satisfaction. In this paper, the influence of new trends on product innovation is examined. Finally, it is discussed the theoretical and practical implications of research results.
Czech name
—
Czech description
—

Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings of the 13th International Days of Statistics and Economics
ISBN
978-80-87990-18-6
ISSN
—
e-ISSN
—
Number of pages
12
Pages from-to
585-596
Publisher name
Libuše Macáková, MELANDRIUM
Place of publication
Slaný
Event location
Praha
Event date
Sep 5, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000589182000059

Similar results(10)