An incisive primer on how to make sure new technology-based products succeed. Explains the role of discontinuity and ways to deal with it when adopting a marketing strategy. It helps marketers plan for and manage discontinuity and identify their optimum marketing strategy. With a 10-Point Product Test Screen for assessing a product's chances in the marketplace, plus scores of actual examples, this is a book that can help every innovator reach a marketing breakthrough.
Dr. Jagdish (Jag) N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. Prior to his present position, he was at the University of Southern California (7 years); at the University of Illinois (15 years), and on the faculty of Columbia University (5 years), as well as the Massachusetts Institute of Technology (2 years). Dr. Sheth is well known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.
Professor Sheth is highly sought out as a keynote speaker at many industry, academic and public forums. He has worked for numerous industries and companies in the United States, Europe and Asia, both as an Advisor and as a Seminar Leader. His clients include AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, Wipro and many more. He has offered hundreds of presentations in at least twenty countries. Dr. Sheth is frequently quoted and interviewed by the Wall Street Journal, New York Times, Fortune, Financial Times, Economic Times and radio shows and television networks such as CNN, CNBC (India) and BBC. He is also on the Board of Directors of several public companies including Cryo Cell International (NASDAQ), Wipro Limited (NYSE) and Shasun Chemicals.
In 1989, Dr. Sheth was given the Outstanding Marketing Educator award by the Academy of Marketing Science. In 1991 and again in 1999, he was given the Outstanding Educator Award by the Sales and Marketing Executives International (SMEI). Dr. Sheth was also awarded the P.D. Converse Award for his outstanding contributions to theory in marketing in 1992 by the American Marketing Association. In 1996, Dr. Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. In 1997, Dr. Sheth was awarded the Distinguished Fellow award from the International Engineering Consortium. Dr. Sheth is also a Fellow of the American Psychological Association (APA). 2004 marked a stellar year for Dr. Sheth as he was awarded both the Richard D. Irwin Distinguished Marketing Educator and the Charles Coolidge Parlin Awards which are the two highest awards given by the American Marketing Association. In 2006, Dr. Sheth was awarded the RHR International Award for Outstanding Consultant by the American Psychological Association (APA) Division 13 (Consulting Psychology) and the Elsivier Distinguished Educator Award by Strategic Marketing Association.
A prolific author, in 2000 Dr. Sheth and Andrew Sobel published a best seller, Clients for Life (Simon & Schuster). His book, The Rule of Three (Free Press), coauthored with Dr. Rajendra Sisodia, altered the current notions on competition in business. It was published in 2002 and has been translated into German, Italian, Polish Japanese and Chinese. It was the subject of a seven part television series by CNBC (India) and was a finalist for the 2004 Best Marketing Book Award from the American Marketing Association. His most recent book, Tectonic Shift: The Geoeconomic Realignment of Globalizing Markets was published in 2006 by Sage (India). His latest book, The Self-Destructive Habits of Good Companies:'and How to Break Them, will be published in May 2007 by Wharton School Publishing.
