Cover image for Bringing innovation to market : how to break corporate and customer barriers
Title:
Bringing innovation to market : how to break corporate and customer barriers
Author:
Sheth, Jagdish N.
Personal Author:
Publication Information:
New York : Wiley, [1987]

©1987
Physical Description:
xii, 247 pages : illustrations ; 24 cm
Language:
English
ISBN:
9780471849773
Format :
Book

On Order

Summary

Summary

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.