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Marketing the Unknown: Developing Market Strategies for Technical Innovations |
| Paul Millier (E.M. Lyon (France) and Cranfield School of Management (UK)) |
| In a world of ever increasing technological innovation, the big problem for any industry is the launch of a product. What is the process to follow? How do you choose or transform markets in order to have a successful launch? In this book, Paul Millier has developed the techniques of a marketing strategy which can be applied to products which do not yet exist in the market place and for markets which themselves do not yet exist. He lays down firm principles to guide systematic and constructive plans for the marketing and development of technological innovations.
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| Cloth Bound |
248 Pages, 6 x 9
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Item #:
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0471986216
$95.00 |
John Wiley & Sons, Inc. | |
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