This book is a timely must-read for businesses struggling to survive in today¿s digital era. The authors provide an accessible summary of scientific research and business cases for hands-on learning. Read it and learn from some of the best ¿ enjoy! Kim Willems, Associate Marketing Professor at Vrije Universiteit Brussel, Belgium Marketing and technology were perceived for years as two separate worlds, but the opportunities offered by technological innovation for research and increasingly effective and targeted marketing actions are more and more evident. In this book, thanks also to many case studies, it is possible to understand that the link between marketing and technology is essential for any business already now and will certainly be in the future. Daniele Pederzoli, PhD, Marketing Professor, Director of the Retailing Programs, NEOMA Business School How do marketing academics, practitioners and students keep up with a technology-infused competitive landscape? Reading this book would be a great start! Pantano, Bassano and Priporas have clearly spent a lot of time thinking about and organizing the many challenges that have infused the marketplace in recent years. How can firms stay ahead of these challenges? The book focuses on innovation, the life blood for success in today's dynamic business environment. Weaving together a mixture of practical advice backed up by decades of rigorous academic research, the authors describe key processes behind innovation, and then separately address firms and customers. This comprehensive book is both a great textbook for advanced students, and a wonderful introduction to organizational innovation for anyone wanting to catch right up to the state-of-the-art.

Charles Hofacker, Florida State University, College of Business.