Marketing the unknown: developing market strategies for technical innovations
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
1999
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 240 S. graph. Darst. |
| ISBN: | 0471986216 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Acknowledgements vii
Introduction 1
References 7
1. Marketing Technological Innovations 9
Ill adapted theories 9
The life cycle of technological innovations and
the transitory state 25
The field of application for technological
innovation marketing 30
References 35
2. Major Marketing Problems in Technological
Innovation 37
Too much potential 37
Two reactions to a project with strong potential 39
Three major mistakes in reasoning 43
References 62
3. Basic Rules of Marketing to Answer Specific Problems 63
A two phase answer: proliferation and focus 63
Proliferation 66
Focus 77
Managing the transitory state 102
References 116
vi Contents
4. Analysing Marketing Situations 118
Market segmentation 118
Diagnosing the market situation 132
References 139
5. Two Possible Development Strategies 140
Two strategies for invading the market 140
A market creation strategy or a niche strategy 151
A share takeover strategy or a volume strategy 163
A condensed comparison of the two strategies 177
References 180
6. Building Up Your Business 182
Rules for making your plan of attack 182
Fixing your order of attack on the segments 198
A plan of action for each segment 205
A summary of the development plan 211
References 215
Conclusion 216
Bibliography 219
Index 232
|
| any_adam_object | 1 |
| author | Millier, Paul |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:39:42Z |
| institution | BVB |
| isbn | 0471986216 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008951214 |
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| physical | VIII, 240 S. graph. Darst. |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Wiley |
| record_format | marc |
| spelling | Millier, Paul Verfasser aut Stratégie et marketing de l'innovation technologique (engl.) Marketing the unknown developing market strategies for technical innovations Paul Millier Chichester [u.a.] Wiley 1999 VIII, 240 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Technische Innovation (DE-588)4431027-4 gnd rswk-swf Innovation (DE-588)4027089-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Technische Innovation (DE-588)4431027-4 s Marketing (DE-588)4037589-4 s DE-604 Marketingstrategie (DE-588)4120697-6 s Innovation (DE-588)4027089-0 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008951214&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Millier, Paul Marketing the unknown developing market strategies for technical innovations Marketing (DE-588)4037589-4 gnd Technische Innovation (DE-588)4431027-4 gnd Innovation (DE-588)4027089-0 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4431027-4 (DE-588)4027089-0 (DE-588)4120697-6 |
| title | Marketing the unknown developing market strategies for technical innovations |
| title_alt | Stratégie et marketing de l'innovation technologique (engl.) |
| title_auth | Marketing the unknown developing market strategies for technical innovations |
| title_exact_search | Marketing the unknown developing market strategies for technical innovations |
| title_full | Marketing the unknown developing market strategies for technical innovations Paul Millier |
| title_fullStr | Marketing the unknown developing market strategies for technical innovations Paul Millier |
| title_full_unstemmed | Marketing the unknown developing market strategies for technical innovations Paul Millier |
| title_short | Marketing the unknown |
| title_sort | marketing the unknown developing market strategies for technical innovations |
| title_sub | developing market strategies for technical innovations |
| topic | Marketing (DE-588)4037589-4 gnd Technische Innovation (DE-588)4431027-4 gnd Innovation (DE-588)4027089-0 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Marketing Technische Innovation Innovation Marketingstrategie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008951214&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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