Marketing the Unknown
Subtitle: Developing Market Strategies for Technical Innovations
Publisher: Wiley
Published: June 23, 1999
Language: eng
Format: Hardcover
Number of pages: 248
ISBN-13: 9780471986218
Subjects: Management & management techniques; Sales & marketing; New products; New Product Development; Business & Economics; Business / Economics / Finance; Business/Economics; Product Management; Marketing - General; Sales & Selling - General; Business & Economics / Sales & Selling; Marketing
First sentence: Some worrying figures have been published on innovation.
Description: In this book, Paul Millier demonstrates that products have a 'life' before their 'life cycle'. He has developed the techniques of a marketing strategy which can be applied to products which do not yet exist on the market place and for markets which themselves do not exist - in essence a marketing strategy for technical innovations. This practical book will pave the way for marketing managers, R&D managers and project managers in industrial organizations to successfully launch and market innovations in a very competitive field and will enable the reader to outline strategies for further development.