Creative Marketing for New Product and New Business by Akira Ishikawa

By Akira Ishikawa

New items and new company improvement require leading edge, artistic advertising ideas so as to effectively differentiate them from competing items on the market. this crucial publication explores and elucidates the essence of creativity, with an emphasis on how one can continue with R&D actions strategically and the way to attach them with winning items, prone and commercialization. utilizing fascinating, genuine case experiences resembling ''Healthy Tea '' built by way of Japan Coca-Cola, Inc., the advice engine ''Teach Me digital Appliances'', and the advance of varied robots, the publication uncovers the key of profitable advertising and exhibits the way to enhance and install new services and products on a sustainable foundation. it is going to as a result entice either company practitioners in addition to researchers and scholars drawn to innovation and advertising and marketing matters.

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Sample text

Creating trends with the use of mass media through such tournaments and elements of entertainment is a characteristic of the modern age. Even deregulation can turn into a trend and help broaden the scope for market entry in the process. In the past, many companies made their entry when the liberalization of communications took effect and, in recent times, in addition to the liberalizations of finance and electricity, the convergence of broadcasting and communications can be mentioned as a case in point.

Within companies of the same business type, joint-development alliances are promoted to aim for the industrialization of next-generation technologies. A typical case of outsourcing can be seen when a maker of finished products entrusts the production of electronic parts for such products as personal computers and digital cameras. In the case of digital appliances, demand trends are hard to grasp, and despite investing large sums of money to cover development and production costs, there is a possibility of not being able to acquire sufficient July 24, 2008 38 15:40 B-606 ch02 Creative Marketing for New Product and New Business Development profit.

Within companies of the same business type, joint-development alliances are promoted to aim for the industrialization of next-generation technologies. A typical case of outsourcing can be seen when a maker of finished products entrusts the production of electronic parts for such products as personal computers and digital cameras. In the case of digital appliances, demand trends are hard to grasp, and despite investing large sums of money to cover development and production costs, there is a possibility of not being able to acquire sufficient July 24, 2008 38 15:40 B-606 ch02 Creative Marketing for New Product and New Business Development profit.

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