Chapter 1

Marketing

Table of Contents

“The best way to predict the future is to create it.”

Peter F. Drucker

“Business has only two functions – marketing and innovation.”

Milan Kundera

Introduction

In many organizations, there is often a distinct physical and ideological separation between the technical part of a firm and its commercial component. In part because of this, there has been minimal overlap between the respective units of R&D and marketing with a limited working relationship between the functions; indeed, this at times requires a specific linkage group to be established (e.g., technical ...

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