Originally published in 1992 and now with an updated Preface this book analyses the development of innovations using a network perspective. The book offers practical guidelines with direct managerial relevance based on evidence collected from twenty-two case studies. First introducing theories of product development, adoption and diffusion, it then places them in the context of industrial networks, investigating such topics as user-involvement, interaction and market strategies. The book is essential reading for students of marketing, technology and strategy.

Originally published in 1992 and now with an updated Preface this book analyses the development of innovations using a network perspective. The book offers practical guidelines with direct managerial relevance based on evidence collected from twenty-two case studies. First introducing theories of product development, adoption and diffusion, it then places them in the context of industrial networks, investigating such topics as user-involvement, interaction and market strategies. The book is essential reading for students of marketing, technology and strategy.

Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.

This book discusses the often problematic relationship between marketing and sales in B2C and B2B firms in terms of the inherent (and the ones that crop up from time to time) problems, causes and solutions. The book presents the material in five short chapters. The target audience for this book is primarily sales and marketing managers in corporate settings as well as graduate business students who will eventually end up in managerial roles. Therefore, this book is focused on being as managerially relevant as possible. Accordingly, we use language easily accessible by managers and limit references to scholarly marketing literature, presenting it non-intrusively, when needed. We illustrate the major issues covered in each of the chapters with material from four or five high-profile cases of well-known US firms.