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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| 100 | 1 | |a Millier, Paul | |
| 240 | 1 | 0 | |a Stratégie et marketing de l'innovation technologique. |l English |
| 245 | 1 | 0 | |a Marketing the unknown |b developing market strategies for technical innovations |c Paul Millier |
| 260 | |a Chichester |b John Wiley & Sons |c 1999 | ||
| 300 | |a viii,240p. |b ill. |c 24cm | ||
| 500 | |a Translation of: Stratégie et marketing de l'innovation technologique | ||
| 500 | |a Originally published in French by Dunod (Paris), 1997 | ||
| 504 | |a Includes bibliographical references and index | ||
| 505 | 0 | |a Marketing Technological Innovations -- Major Marketing Problems in Technological Innovation -- Basic Rules of Marketing to Answer Specific Problems -- Analysing Marketing Situations -- Two Possible Development Strategies -- Building Up Your Business | |
| 520 | |a 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. | ||
| 650 | 0 | |a New products |x marketing | |
| 650 | 0 | |a Product management | |
| 999 | |a vtls000000867 |c 611 |d 611 | ||