This book expands the concept of open innovation from a static strategic idea to a dynamic principle. It details various, underexplored aspects of this concept, including the culture for necessary open innovation dynamics, the difference between James Watt and Steve Jobs, and collective intelligence as a new category of open innovation. It specifically considers open innovation within the context of micro- and macro-dynamics of economics.
Integrated Marketing Communication
A valuable resource for students, academics, and practitioners of integrated marketing communication (IMC). It details the principles and practices of IMC before presenting a step-by-step process for preparing and executing a plan for any given brand.
