The effect of Marketing Innovations on Product Performance –with E-Marketing

• Main Authors: Wang Yi-fei, 王怡斐
• Other Authors: Yang He-bing
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/21512288512525665893

碩士 === 中國文化大學 === 國際企業管理研究所 === 94 === The focus of past researches was Product Innovation. Recently, Some of studies showed us that Marketing Innovation is more important than Product Innovation. Company should use the marketing to approach the goal. Because of Internet spread, Internet is getting more and more important, we can easy to get information that we want. To market the Product is more and more difficult. Therefore, this paper uses Marketing Innovation independent variable and new product Performance dependent variable. Adoption questionnaire enquires and research adoption SPSS statistics software package. The result of the study is Marketing Innovation and products Performance success degrees with have conspicuous correlativity. So, the company should square up to the Marketing Innovation.