Bringing Innovation to Market
How to Break Corporate and Customer BarriersBook - 1987
An incisive primer on how to make sure new technology-based products succeed. Explains the role of discontinuity and ways to deal with it when adopting a marketing strategy. It helps marketers plan for and manage discontinuity and identify their optimum marketing strategy. With a 10-Point Product Test Screen for assessing a product's chances in the marketplace, plus scores of actual examples, this is a book that can help every innovator reach a marketing breakthrough.
Publisher: New York : Wiley, c1987
Branch Call Number: HD69.N4 S494 1987
Characteristics: xii, 247 p. : ill. ; 24 cm