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Marketing the Unknown: Developing Market Strategies for Technical Innovations
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Marketing the Unknown: Developing Market Strategies for Technical Innovations Hardcover - 1999 - 1st Edition

by Paul Millier


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From the jacket flap

Innovations are always exceptional events in company life and they tend to stay in the hands of technicians or design offices - they are peripheral to mainstream business and people do not know how to manage them. In 'Marketing the Unknown', Paul Millier attempts to find new answers to these innovation problems, on the grounds that each problem is unique and that there is not necessarily a known recipe for it or a success story that corresponds. Paul Millier lays down firm principles to guide systematic and constructive plans for the marketing and development of technological innovations. These have been derived from observing a large number of industrial innovation projects over a long period of time - examples of which are used throughout the book to illustrate his argument. He also encourages the reader to think constructively and stimulates the imagination with the intention of enabling the reader to realise that other possible solutions exist.

Details

  • Title Marketing the Unknown: Developing Market Strategies for Technical Innovations
  • Author Paul Millier
  • Binding Hardcover
  • Edition number 1st
  • Edition 1
  • Pages 250
  • Volumes 1
  • Language ENG
  • Publisher Wiley, Chichester, England
  • Date 1999-07-09
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index
  • ISBN 9780471986218 / 0471986216
  • Weight 1.06 lbs (0.48 kg)
  • Dimensions 9.38 x 6.19 x 0.79 in (23.83 x 15.72 x 2.01 cm)
  • Library of Congress subjects New products - Marketing, Product management
  • Library of Congress Catalog Number 99-13345
  • Dewey Decimal Code 658.8

About the author

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.
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Marketing the Unknown: Developing Market Strategies for Technical Innovations

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Marketing the Unknown: Developing Market Strategies for Technical Innovations
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Marketing the Unknown: Developing Market Strategies for Technical Innovations

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Marketing the Unknown – Developing Market Strategies for Technical Innovations

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Marketing the Unknown – Developing Market Strategies for Technical Innovations

by Paul Millier

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