Customer Reviews

Marketing the Unknown: Developing Market Strategies for Technical Innovations

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Most marketing books in the high tech area assume that the company putting new, high tech products into the market are large and with an established presence and reputation in the market place - this gives them a good start in commercialising and marketing. Some even say that marketing high tech products is no different than for consumer products and can essentially follow the steps of 'finding out what the customers want and then giving it to them'. Millier challenges this and states that there are many circumstances where the technology has to be 'pushed' or 'sold' into a market that may be uninterested at best or negative. The book seems to be written from experience and his recommendations and explanations are backed up with case histories mostly from Europe, where he lives and works. I found his approach to this difficult area more down to earth and realistic than many others that only draw from one industry or are 'converted' consumer textbooks.For people with new technology but not in big multi-nationals I think that this book has something useful to offer.

This book is a must read book for whose who are willing to launch a new technological product that does not have a market yet. This book is full of practical & realistic insights. It is a very important area that almost no other books that I know address. When ressources are limited, 'marketing the unknown' will drive you to a fundemental , structured & highly defendable (to your organisation) plan. Experiences proved it works and lead to results.

The book promises a lot but delivers very little. In the final analysis it is a book in the typical management science genre. The conclusions are based on anecdotal observations. The book offers little for the hands-on manager looking for guidance in forming a commercialization strategy for new technologies.