Start-up pp 53-67 | Cite as

How Do You Market Your Product?

  • Tom Harris
Part of the Management for Professionals book series (MANAGPROF)


Marketing is the next topic. Marketing is defined as: The strategies employed across the entire process of designing your offering to meet the needs of the customers you want to sell to, and the mechanisms by which you promote it and finally deliver it to their satisfaction. As such is involves a great deal more than selling or promoting your product.

We look at the product adoption lifecycle to understand the different behaviours of early adopter and majority markets and more importantly, how to progress your business through these groups. We then look at the risks involved with your business and how to identify the critical success factors that will ultimately determine the business’s future. The chapter concludes with a description of your marketing plan.

Copyright information

© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  • Tom Harris
    • 1
  1. 1.Hi ConsultingRoss-on-WyeUK

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