The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
Contents
Machine derived contents note: Table of contents for Innovation in marketing / edited by Peter Doyle and Susan Bridgewater. -- Bibliographic record and links to related information available from the Library of Congress catalog -- Information from electronic data provided by the publisher. May be incomplete or contain other coding. -- Marketing and innovation -- Cadbury Schweppes -- the launch of 'Oasis' into the adult soft drinks market -- SmithKline Beecham Consumer Healthcare (SBCH): Dr. Best Flex Toothbrush -- Virgin Atlantic Airways: ten years after -- Land Rover: the Discovery success story -- Rank Xerox: DocuTech -- British Steel's success in the construction industry -- BAA: the specialist shops -- Virgin Direct: personal finance services -- First Direct telephone banking -- Orange mobile phones: the future is bright -- Psion: the Organiser -- Le BonBon plc -- NIS Invotec: a totally innovative business -- LINX Printing Technologies plc: a 'high-tech' start-up. -- Library of Congress subject headings for this publication: Marketing Management Case studies, Service industries Marketing Case studies, Technological innovations Marketing Case studies
Notes
"Published in association with the Chartered Institute of Marketing."
