Marketing the unknown developing market strategies for technical innovations
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 es...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Chichester
John Wiley & Sons
1999
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| Subjects: | |
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| Summary: | 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. |
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| Item Description: | Translation of: Stratégie et marketing de l'innovation technologique Originally published in French by Dunod (Paris), 1997 |
| Physical Description: | viii,240p. ill. 24cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0471986216 |