"The book by Plotner and Spekman not only bridges the gap between technology and marketing, but also that between theory and practice. It is a must–read for B2B marketing scholars and practitioners." – Prof. Klaus Backhaus, Institute fur Anlagen und Systemtechnologien, Marketing Centrum Munster, University of Munster "Successful introduction of new products and technology to the market is one of the least researched aspects of the entire new product development process. Plotner and Spekman have produced a scholarly applied work that highlights the synergy resulting from the successful marriage of products (technology) and services and the strong positive impact this has on the successful introduction of innovation to business markets. Drawing from some of the leading experts in B2B marketing and including several case studies and executive interviews, Plotner and Spekman present an effective approach to maximizing the return from product introduction strategies. This is a...

Под заказ:
	OZON.ru - 4988 руб.	Перейти

Рейтинг книги: 5 из 5, 4 голос(-ов).