Electronic Resource

Marketing in University-Industry Technological Collaboration

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Penilaian

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This book explores the diverse roles that marketing can, and should, play in modern, twenty-first century technology transfer in university-industry collaborations. Using various marketing lenses, it takes readers through the challenges of technology transfer and commercialization of science-based innovations. It presents research based, but practice-focused, conclusions relating to marketing implementation at different stages of the commercialization process. The author suggests that marketing’s strategic role spans the whole process from idea generation, development, valuation, customer matching and marketization. Such approaches can improve the effectiveness of public money spent on research, university-industry cooperation, and research commercialization. The book will appeal to students, university teachers and researchers in a wide range of fields including: technology management, innovation, marketing, and science commercialization. It will also be of interest to those concerned directly with the practices of university technology transfer and commercialization, such as the employees, and leaders of technology transfer offices and researcher-entrepreneurs.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000431	EB0005180	658.8 Grz m	Central Library (OPAC)	Available

Detail Information

Series Title

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Call Number

658.8 Grz m

Publisher

Palgrave Macmillan Cham : Palgrave Macmillan Cham., 2021

Collation

xv, 80p.:ill

Language

English

ISBN/ISSN

978-3-030-83678-8

Classification

658.8

Content Type

Ebook

Media Type

-

Carrier Type

online resource

Edition

1

Subject(s)

Marketing

Specific Detail Info

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Statement of Responsibility

BRF

Other version/related

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