Bringing Technology to Market Trends, Cases, Solutions

"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 must-read for anyone tasked with bringing technology to market!" - Prof. Peter LaPlaca, Associate Dean, Barney School of Business University of Hartford, Editor-in-Chief, Industrial Marketing Management"Brining Technology to Market accurately defines the challenges involved in the B2B business and presents best real-life examples for dealing with them practically. This book's message has been long overdue." - Dr. Jurgen Radomski, Member of the managing Board, Siemens AGSpekman, Robert E. is the author of 'Bringing Technology to Market Trends, Cases, Solutions', published 2007 under ISBN 9783527502707 and ISBN 352750270X.