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Marketing the unknown : developing market strategies for technical innovations

Author: Paul Millier
Publisher: Chichester ; New York : J. Wiley, ©1999.
Edition/Format:   Print book : EnglishView all editions and formats
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  Read more...
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Additional Physical Format: Online version:
Millier, Paul.
Marketing the unknown.
Chichester ; New York : J. Wiley, ©1999
(OCoLC)607278137
Online version:
Millier, Paul.
Marketing the unknown.
Chichester ; New York : J. Wiley, ©1999
(OCoLC)607647566
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Paul Millier
ISBN: 0471986216 9780471986218
OCLC Number: 40838658
Notes: Originally published in French by Dunod (Paris), 1997.
Description: viii, 240 pages : illustrations ; 24 cm
Contents: 1. Marketing Technological Innovations --
2. Major Marketing Problems in Technological Innovation --
3. Basic Rules of Marketing to Answer Specific Problems --
4. Analysing Marketing Situations --
5. Two Possible Development Strategies --
6. Building Up Your Business.
Other Titles: Stratégie et marketing de l'innovation technologique.
Responsibility: Paul Millier.
More information:

Abstract:

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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