Description
Book SynopsisMarketing the Unknown Developing Market Strategies for Technical Innovations Paul Millier, Professor of Industrial Marketing at E.M. Lyon, Visiting Professor at Cranfield School of Management . the most detailed, accurate and pragmatic approach to emergent markets that I know. It should be of interest to anyone who is in charge of transforming research investments into products with a secured market. To me, it is not just a book: it is a reference manual. Jean Robert Passemard, Executive Vice President, Product and Marketing, Renault Automation, France Professor Paul Millier brings a pragmatic and systematic approach to launching technological innovations. His book represents a major marketing contribution with a profusion of valuable ideas. Marc Fermont, Dow Europe Vice President Placing considerable emphasis on practical tools, this book provides an original methodology and essential guidelines to further the commercial success of innovative industrial products. Kazuya Matsumoto, Pre
Table of ContentsMarketing 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.
Conclusion.
Bibliography.
Index.
