Innovation Equity
Assessing and Managing the Monetary Value of New Products and Services
- Contents
- Review Quotes
- Awards

Chapter 1. The Basic Diffusion Pattern of an Innovation
Chapter 2. The Whole Is Bigger Than the Sum of Its (Diffusion and Customer Lifetime Value) Parts
Chapter 3. Don’t Just Stand There: Do Something! Growing Innovation Equity through Marketing Actions
Chapter 4. Foreseeing Bumps and Potholes along the Diffusion Road
Chapter 5. Jumpstarting Stalled Adoption: Getting the Mainstream to Take the Plunge
Chapter 6. Survival in the Presence of a Rival: Valuing Innovations at the Brand Level
Chapter 7. Leaping Ahead to Valuing the Next Generation
Chapter 8. Innovation Equity Makes the World Go ’Round
Chapter 9. Making the Framework “Work” for You
Notes: Information Sources and Comments
References and Recommended Reading
Acknowledgments
Index
American Marketing Association: Berry - AMA Book Prize
Finalist
Semifinalist for a second year in a row.
Finalist for 2018 award.
Economics and Business: Business--Business Economics and Management Studies
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