The Marketing of Technology Intensive

This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services.

Patrick Corsi is an international consultant in innovation engineering at KINNSYS, Brussels, Belgium and is an Associate Professor at ISTIA Innovation, Angers University, France.

Mike Dulieu has expertise in consultancy, general and technical management and sales and marketing roles. He has a wide knowledge of a number of vertical and horizontal markets, technologies and applications and has broad international experience.

Generating Value from Innovation	p. 1
The New Operating Context	p. 3
A Few Key Points a Technical Manager Should Know	p. 9
Understanding the Customer	p. 27
Business Models: the Engines of the New Economy	p. 29
Basic Models in High-Tech Marketing	p. 79
Bridging People, Markets and Technologies	p. 97
Marketing Technology Intensive Products, Services and Processes	p. 103
The New Operating Context	p. 105
Marketing Plans	p. 123
Pricing	p. 127
Distribution	p. 135
Business Plans	p. 145
Managing Your Environment	p. 153
The Sales World	p. 155
Funding Your Projects	p. 167
Partnering and Outsourcing	p. 179
Management Issues for the Next Decade	p. 187
Appendices	p. 193
Conducting Market Research	p. 195
Agenda for a Possible Sales Course	p. 201
A Quick Introduction to Pareto Analysis	p. 207
Commentary on Intellectual Property Rights	p. 211
Standardization in the Knowledge Society	p. 217
Branding	p. 219
Glossary of Terms	p. 223
Bibliography	p. 225
Index	p. 229
Table of Contents provided by Blackwell. All Rights Reserved.

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The Marketing of Technology Intensive Products and Services Driving Innovations for Non-Marketers

Summary

Author Biography

Table of Contents

Supplemental Materials