Marketing the Unknown: Developing Market Strategies for Technical Innovations

ISBN-13: 9780471986218 / Angielski / Twarda / 1999 / 250 str.

Paul Millier;Millier

Opis

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.

Spis treści

Marketing 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.

O autorze

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.

Blurb

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 industry′s 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