Fantasies for Sale: Marketing Products that do not yet Exist
Vivian L. Gernand
(Director of Corporate Marketing for Corning, Inc., where she is responsible for futures marketing and the development of a Corporate Business Support Library. She earned a B.S. in Ceramic Engineering from the University of Illinois and joined Corning in 1970 as a Development Engineer in Television Products.)
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Abstract
Considers some of the processes of futures marketing particularly as practiced by one company, Corning Inc. Discusses company culture and two methods of marketing nonexistent products. Concludes that a company that markets new types of products must be constantly watchful for changes that could impact its plans and must be ready to reassess and replan immediately if external or internal situations indicate doing so.
Keywords
Citation
Gernand, V.L. (1991), "Fantasies for Sale: Marketing Products that do not yet Exist", Journal of Business & Industrial Marketing, Vol. 6 No. 3/4, pp. 31-36. https://doi.org/10.1108/EUM0000000002753
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited