From Idea to Profit: How to Market Innovative Products and Services
Author: Adam Jolly
Date Published: 3/28/2005
Description: The literature of innovation is stocked with calls to become more visionary, creative and inspiring. It has less to say on the hard reality of turning promise into reality, theory into practice and ideas into profit. Even leading marketing organizations prefer to dwell on the excitement and thrill of invention, rather than on the challenge of commercializing it.