It is a fact that 70% of the costs of R&D lead to failure. While between 20%-40% of these wasted costs can be attributed to technical problems, the remainder are entirely due to the shortcomings of marketing strategy. In a world of ever increasing technological innovation the big problem for any industry is the launch of a product. 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 argues that all products have a “life” before “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. He lays down firm principles to guide systematic and constructive plans for the marketing and development of technological innovations. This practical book will pave the way for industrial organizations to successfully launch, market and develop such innovations in today’s hypercompetitive field.
Book Details:
- Author: Paul Millier
- ISBN: 9780471986218
- Year Published: 1999
- Pages: 248
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
It is a fact that 70% of the costs of R&D lead to failure. While between 20%-40% of these wasted costs can be attributed to technical problems, the remainder are entirely due to the shortcomings of marketing strategy. In a world of ever increasing technological innovation the big problem for any industry is the launch of a product. 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 argues that all products have a “life” before “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. He lays down firm principles to guide systematic and constructive plans for the marketing and development of technological innovations. This practical book will pave the way for industrial organizations to successfully launch, market and develop such innovations in today’s hypercompetitive field.
This book would be a good addition to the marketing list we are currently growing. Industrial marketing is an undernourished area in current literature and is an area in which we plan to expand. The technical content of the book lends it to being of importance to readers involved in the strategic decision making of an organization.
This practical book will pave the way for industrial organizations to successfully launch, market, and develop innovations in today’s hypercompetitive field. * “The material is innovative and original, substantially positioned in the industrial area and developed by an academic with a high level of credibility due to his ongoing involvement with blue chip companies.” –Roger Palmer, Marketing and Logistics, Cranfield School of Management * Based on work over many years with blue chip companies such as Shell, Renault Automation, Pilkington Glass, and Bayer. * Includes sample introductory letters and brochure templates.
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.