From idea to profit : how to market innovative products and services
著者
書誌事項
From idea to profit : how to market innovative products and services
Kogan Page, 2005
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注記
Includes index
内容説明・目次
内容説明
The literature of innovation is full of calls to become more creative and inspiring: but it has less to say on the reality of turning theory into practice and ideas into profit. Real breakthroughs depend on finding profitable applications for new ideas. The beneficiaries of countless innovations are often not the original inventors, but those who are better able to exploit potential.
This book is designed to help innovators capture the full value of their creativity. It combines the experience of innovative companies with the expertise of academics and advisors, bringing together the best of current thinking and practice in innovation, strategy, marketing, design, intellectual property and finance.
目次
- 1: Innovative strategy: Breakthroughs in value
- Market innovation
- The value proposition
- Outsmarting your competitors
- Business planning
- The value web
- The business model
- Proof of concept
- IP strategy
- Design sells itself
- Setting the standard
- The market round of finance. 2: The creative process: Collaborative alliances
- Accelerated solutions
- Creative culture
- Inspirational leadership
- Products to fit customers
- Multi-disciplinary teams
- Excellence in sales
- Sourcing ideas/technology transfer
- Fast track IP. 3: Inventive marketing: Marketing strategy
- Spotting fast-breaking trends
- Differentiation and engagement
- Reality checks
- The brand experience
- Product launches
- The buying process
- Media planning
- Customer intimacy
- Channelling alignment
- What retailers want.
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