New products are clearly the keys to corporate prosperity. New products account for a staggering 40 per cent of company sales, on average. (defining new products as products that have been on the market by the firm for five years or less). And the figure has been going up dramatically:

33% in the years between 1976 and 1981;
40% from 1981 to 1986; and
42% between 1985 and 1990.
In 1995 accounted for 52% of company sales.

The impact on corporate profits is similar: in the period 1976 to 1981 new products contributed 22%, they grew to 33 in the next five years period (1981-86) and in 1995 grew to 46%.

The Marketing of innovation particularises the common marketing concepts into the innovating process focusing in the decreasing of risks, uncertainty and optimisation of resources.

The innovation marketing develops the marketing philosophy all across the innovating process from the stabilising of the climate favourable to the arising of the ideas (look at Annex IDEASGEN) with the customer wants and needs satisfaction as an unquestionable goal to the control of the results of the innovation launching.

In the broad successful launching process of innovations there are a borderline between the marketing previous to the product and the launching marketing after the product exists. The previous marketing, frequently forgotten is a "laboratory marketing" and the launching marketing focuses to the consumer with visible actions (Promotions actions)

CONTENTS OF THE REPORT
 Description
What is the Marketing of Innovation. Objectives of the technique.
Description /structure of the methodology / alternative solutions. Expected results /benefits. Characteristics of firms/ organisations and service providers
 Application
Where technique has been applied (firms/ organisations). Types of firms /organisations concerned. Implementation cost (study and application in separate). Conditions for implementation.

 Implementation
Steps/ phases. Partial techniques and tools included in each step. Related software.

 Bibliographic references
 Annexes

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 Marketing of Innovation

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