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If It Sells Soap It Can Help Sell Innovations: A Useful Lesson from Marketing

Volume

35

Issue

5

Abstract

Promoting innovations is an act of marketing. Carefully conceived marketing plans can greatly enhance success. Understanding that different market segments have different product and information needs is a basic concept in commercial marketing. "Innovativeness" and "Stage in the adoption process" are two useful ways of segmenting a market. The Innovativeness-Stages Matrix, combined with an understanding of the different needs of market segments, provides a powerful tool for focusing marketing efforts without extensive marketing research or resources.

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