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

This book provides the basic models applicable to, and the applicable 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 which will prove attractive to investors.

It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information.

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.