An incisive primer on how to make sure new technology-based products succeed, explaining 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.
- ISBN10 0471849774
- ISBN13 9780471849773
- Publish Date 2 October 1987
- Publish Status Out of Stock
- Out of Print 13 May 1993
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 262
- Language English