Why Great Innovation Needs Great Marketing.

The article presents the author's views on the need for thorough marketing in new products and services. The author offers examples of both successes and failures for organizations to consider, and recommendations to implement in their marketing strategy. Recommendations include identifying customer needs, product perception, engaging with customers in use cases, developing customer experience, and utilizing a marketing strategy appropriate to the offering and its target customers. Examples include Google Glass, L-Cups,and the Sony Reader.