Business & Economics Books:

Marketing the Unknown

Developing Market Strategies for Technical Innovations



Customer rating

Click to share your rating 0 ratings (0.0/5.0 average) Thanks for your vote!

Share this product

Marketing the Unknown by Paul Millier
In stock with supplier

The item is brand new and in-stock in with one of our preferred suppliers. The item will ship from the Mighty Ape warehouse within the timeframe shown below.

Usually ships within 10-14 days


Delivering to:

Estimated arrival:

  • Around 13-18 February using standard courier delivery


It is a fact that 70% of the costs of R&D lead to failure. Some of these costs can be attributed to technical problems, but the remainder are due to the shortcomings of marketing strategy. How do you choose or transform markets in order to have a successful launch? In this text, the author seeks to demonstrate that products have a 'life' before their 'life cycle' ever begins. He has developed the techniques of a marketing strategy which can be applied to products which do not yet exist in the marketplace and for markets which themselves do not exist. The case studie s he includes are based on work carried out over many years with many blue chip companies such as Shell, Renault Automation, Pilkington Glass, Bayer, EDF (Electricity France) and Rhone Poulenc.

Author Biography

PAUL MILLIER is Professor of Industrial Marketing at E.M. LYON in France. He is currently Visiting Professor at Cranfield School of Management. He has been responsible for the research team for the marketing of technological innovation since 1982. He has also consulted in many industrial organizations such as Canon, EDF, Elf, Hutchinson, Kermel, Renault-Automation, Saint-Gobain Group, Schlumberger Industries, Schneider Electric SA and Thomson-CSF.
Release date NZ
April 26th, 1999
Country of Publication
United States
John Wiley & Sons Inc
Product ID

Customer reviews

Nobody has reviewed this product yet. You could be the first!

Write a Review

Marketplace listings

There are no Marketplace listings available for this product currently.
Already own it? Create a free listing and pay just 9% commission when it sells!

Sell Yours Here

Help & options

  • If you think we've made a mistake or omitted details, please send us your feedback. Send Feedback
  • If you have a question or problem with this product, visit our Help section. Get Help
  • Seen a lower price for this product elsewhere? We'll do our best to beat it. Request a better price
Filed under...

Buy this and earn 983 Banana Points