Marketing the Unknown: Developing Market Strategies for Technical Innovations by

Description: Marketing the Unknown by Paul Millier Estimated delivery 3-12 business days Format Hardcover Condition Brand New Description Marketing 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. Publisher Description Marketing 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, President of Canon Research Centre, France "Filled with innovative concepts and dynamic examples, Paul Millier brings concrete solutions to a challenge that many companies have yet to resolve. Those who apply these concepts may never launch another failure." Agathe Massat, Manager, Corporate Risk Management, Motorola, USA 70% of the costs of R&D lead to failure - between 20% and 40% of these failures is due to technical reasons, the remainder can be attributed to the shortcomings of marketing strategy. In a world of ever-increasing technological innovation the questions on any industrys minds are: * How do you make a product successful? * What is the process to follow? * How do you chose or transform markets in order to have a successful launch? 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. Marketing Author Biography PAUL MILLIER is Professor of Industrial Marketing at E.M. LYON in France. He is currently Visiting Professor at Cranfield School of Management. He has been responsible for the research team for the marketing of technological innovation since 1982. He has also consulted in many industrial organizations such as Canon, EDF, Elf, Hutchinson, Kermel, Renault-Automation, Saint-Gobain Group, Schlumberger Industries, Schneider Electric SA and Thomson-CSF. Details ISBN 0471986216 ISBN-13 9780471986218 Title Marketing the Unknown Author Paul Millier Format Hardcover Year 1999 Pages 250 Edition 1st Publisher John Wiley & Sons Inc GE_Item_ID:1355619; About Us Grand Eagle Retail is the ideal place for all your shopping needs! With fast shipping, low prices, friendly service and over 1,000,000 in stock items - you're bound to find what you want, at a price you'll love! Shipping & Delivery Times Shipping is FREE to any address in USA. Please view eBay estimated delivery times at the top of the listing. Deliveries are made by either USPS or Courier. We are unable to deliver faster than stated. International deliveries will take 1-6 weeks. NOTE: We are unable to offer combined shipping for multiple items purchased. This is because our items are shipped from different locations. Returns If you wish to return an item, please consult our Returns Policy as below: Please contact Customer Services and request "Return Authorisation" before you send your item back to us. Unauthorised returns will not be accepted. Returns must be postmarked within 4 business days of authorisation and must be in resellable condition. Returns are shipped at the customer's risk. We cannot take responsibility for items which are lost or damaged in transit. For purchases where a shipping charge was paid, there will be no refund of the original shipping charge. Additional Questions If you have any questions please feel free to Contact Us. Categories Baby Books Electronics Fashion Games Health & Beauty Home, Garden & Pets Movies Music Sports & Outdoors Toys

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