Commercialisation and Beyond

  • Michael J. Baker
  • Ronald McTavish
Part of the Macmillan Studies in Marketing Management book series


In the previous chapter we took the embryonic product two vital steps nearer the market-place by discussing the problems of designing it and developing it technically. In particular, we emphasised the role of marketing at these two important stages.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes and References

  1. 11.
    L. W. Rodger, Marketing in a Competitive Economy (London: Hutchinson, 1965) p. 123.Google Scholar
  2. 21.
    R. S. Alexander, ‘The Death and Burial of “Sick” Products’, Journal of Marketing, vol. 28, no. 2 (Apr 1964) pp. 1–7.CrossRefGoogle Scholar
  3. 22.
    See, for example, A. H. Taylor, Costing: a Management Approach (London: Pan Books, 1974).Google Scholar

Copyright information

© Michael J. Baker and Ronald McTavish 1976

Authors and Affiliations

  • Michael J. Baker
    • 1
  • Ronald McTavish
    • 1
  1. 1.University of StrathclydeUK

Personalised recommendations