Planned Innovation as a Marketing Tool

by Leland Howell



In a new industry technology and invention are in the driver's seat, and marketing, which must conform to their often erratic timing, relies heavily upon product innovation and segmentation of its buying public for success. But, this writer observes, as an industry matures and settles down, marketing assumes command, and, by integrating research with the sales function, harnesses R&D to make it serve marketing considerations instead of its own technological drives.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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