Diffusion, or the widespread adoption of innovations, is a critical yet under-researched topic There is a wide gap between development and successful adoption of an innovation Therefore, a better understanding of why and how an innovation is adopted can help develop realistic management and business plans Most books on this topic use a single-discipline озиъю approach to explain the diffusion of innovations This book adopts a multi-disciplinary and managerial process approach to understanding and promoting the adoption of innovations, based on the latest research and practice It will be of interest to graduates and researchers in marketing, product development and innovation courses.  Кольцо с2010 г Твердый переплет, 400 стр ISBN 1848163541.