Inderscience Publishers

The meaning of technological innovation in business-to-business marketing

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Courtesy of Inderscience Publishers

Technological innovation is one of the most important parts of the business strategy in industrial marketing. The result of well-produced technological innovation is new product launch. Economics development cycles have an affect on technological life cycle (TLC), which is one of the most important factors of technology evaluation. As an alternative to the technical modification of existing industrial products, the company sometimes elects to reposition its products by some or all the elements of marketing mix; component-communication, distribution and price strategy.

Keywords: business-to-business marketing, industrial marketing, product innovation, technological innovation

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