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Fantasies for Sale Marketing Products that do not yet Exist

Fantasies for Sale Marketing Products that do not yet Exist Considers some of the processes of futures marketing particularlyas practiced by one company, Corning Inc. Discusses company culture andtwo methods of marketing nonexistent products. Concludes that a companythat markets new types of products must be constantly watchful forchanges that could impact its plans and must be ready to reassess andreplan immediately if external or internal situations indicate doing so. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Fantasies for Sale Marketing Products that do not yet Exist

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0885-8624
DOI
10.1108/EUM0000000002753
Publisher site
See Article on Publisher Site

Abstract

Considers some of the processes of futures marketing particularlyas practiced by one company, Corning Inc. Discusses company culture andtwo methods of marketing nonexistent products. Concludes that a companythat markets new types of products must be constantly watchful forchanges that could impact its plans and must be ready to reassess andreplan immediately if external or internal situations indicate doing so.

Journal

Journal of Business & Industrial Marketing – Emerald Publishing

Published: Mar 1, 1991

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