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Holistic Marketing and Integrative Innovation of Sustainably Competitive Products

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Management, Innovation and Entrepreneurship in Challenging Global Times

Part of the book series: Lecture Notes in Management and Industrial Engineering ((LNMIE))

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Abstract

The paper investigates the strong connection [(1) holistic marketing as a complex function and (2) integrative innovation] required for this core functions of organization/company/clusters in sustainable competitiveness achievement, based on sustainable competitive products. The applied methodology of the systemic approach went through the four classic stages. Two new models useful in practice have been developed: (a) holistic marketing mix model for sustainable competitive products of organizations/enterprises/clusters, and (b) competitiveness cycle of holistic marketing and integrative innovation in organizations/enterprises/clusters. The use, adaptation, and integration of current/future marketing and innovation methods and tools in the newly developed models remains a goal of future research.

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Author information

Authors and Affiliations

  1. Management Faculty in Production and Transportation, University Politehnica Timisoara, 14 Remus Street, 300191, Timisoara, Romania

    Liana Rodica Pater

  2. Economics and Business Administration Faculty, West University of Timisoara, 16 Pestalozzi Blvd., 300115, Timisoara, Romania

    Sanda Ligia Cristea

Authors
  1. Liana Rodica Pater
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  2. Sanda Ligia Cristea
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Correspondence to Liana Rodica Pater .

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Editors and Affiliations

  1. Department of Management, Polytechnic University of Timisoara, Timisoara, Romania

    Gabriela I. Prostean

  2. Department of Industrial Engineering, Universidad de Burgos, Burgos, Spain

    Juan J. Lavios

  3. Department of Management, West University of Timisoara, Timisoara, Romania

    Laura Brancu

  4. Department of International Trade and Logistics, Muğla Sıtkı Koçman University, Fethiye, Türkiye

    Faruk Şahin

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Pater, L.R., Cristea, S.L. (2024). Holistic Marketing and Integrative Innovation of Sustainably Competitive Products. In: Prostean, G.I., Lavios, J.J., Brancu, L., Şahin, F. (eds) Management, Innovation and Entrepreneurship in Challenging Global Times. Lecture Notes in Management and Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-031-47164-3_44

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  • DOI: https://doi.org/10.1007/978-3-031-47164-3_44

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-47163-6

  • Online ISBN: 978-3-031-47164-3

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