{"product_id":"marketing-the-unknown-9780471986218","title":"Marketing the Unknown","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMarketing 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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eMarketing Technological Innovations. \u003cbr\u003e \u003cbr\u003e  Major Marketing Problems in Technological Innovation. \u003cbr\u003e \u003cbr\u003e  Basic Rules of Marketing to Answer Specific Problems. \u003cbr\u003e \u003cbr\u003e  Analysing Marketing Situations. \u003cbr\u003e \u003cbr\u003e  Two Possible Development Strategies. \u003cbr\u003e \u003cbr\u003e  Building Up Your Business. \u003cbr\u003e \u003cbr\u003e  Conclusion. \u003cbr\u003e \u003cbr\u003e  Bibliography. \u003cbr\u003e \u003cbr\u003e  Index.\u003cbr\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402709573975,"sku":"9780471986218","price":45.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471986218.jpg?v=1730481300","url":"https:\/\/bookcurl.com\/products\/marketing-the-unknown-9780471986218","provider":"Book Curl","version":"1.0","type":"link"}