A Inovação e Técnicas de geração de ideias aplicadas ao Marketing

This book explores the role of innovation in organizations and in the global economy, highlighting models, techniques, and idea‑generation tools widely used in management and marketing. It begins with an analysis of the motivations for innovating, the associated risks, and the main characteristics of the most innovative organizations and countries. It also addresses the main theories and authors in the Economics of Innovation, its micro, meso, and macro levels, and the social, political, and technological impacts of innovation. The book then presents the main business models that drive innovation, such as the CANVAS model, lateral marketing, and blue and red ocean strategies, as well as practices like open innovation, innovation labs, and hackathons. Creativity is treated as the essential engine of innovation, covering the 4Ps of creativity and creative strategies, complemented by various idea‑generation techniques and tools such as brainstorming, SCAMPER, analogies, mind maps, and morphological analysis, among many others. The book concludes with an approach to innovation metrics, which are fundamental for assessing resources, competencies, leadership, and processes. Practical and real examples, as well as concrete application methods, help illustrate how innovation reshapes businesses and marketing actions, and how it supports the generation of innovative ideas and solutions. It also includes a final synthesis analyzing the main conclusions drawn throughout the work.