Bringing Innovation to Market: How to Break Corporate and Customer Barriers

by Jagdish N. Sheth and S. Ram

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...

• Format: Hardcover
• Language: English
• ISBN: 0471849774
• ISBN13: 9780471849773
• Release Date: October 1987
• Publisher: Wiley
• Length: 272 Pages
• Weight: 1.14 lbs.