PRODUCT MANAGEMENT AND MARKETING INNOVATION STRATEGY

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

PRODUCT MANAGEMENT AND MARKETING INNOVATION STRATEGY

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

PRODUCT MANAGEMENT AND MARKETING INNOVATION STRATEGY

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Conference Proceedings of the 13th International Days of Statistics and Economics

ISBN

978-80-87990-18-6

ISSN

—

e-ISSN

—

Počet stran výsledku

12

Strana od-do

585-596

Název nakladatele

Libuše Macáková, MELANDRIUM

Místo vydání

Slaný

Místo konání akce

Praha

Datum konání akce

5. 9. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000589182000059