Bionic marketing: Can you sell hearts the same way you sell hamburgers?

Article Abstract:

Marketing bionic parts, such as artificial hearts, relies more on publicity strategies than on product marketing. Generating credibility among physicians and the medical community is the main goal of these marketers. Public awareness and educational seminars are two methods used by bionic marketers to get their messages across. Opinions related to these marketing techniques and the commercializing of scientific and technological advances are given by Richard Alder, vice president of marketing at Symbion, Inc., Sidney Pond, Chicago distributor for Zimmer (a manufacturer of orthopedic implants), and Ronald West, president of Cochlear Corporation.

Artificial organs, Bionics

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How Do You Sell Computer Programs?

Article Abstract:

The microcomputer software industry is shifting its direction from technological advances to marketing. Software companies are beginning to adopt marketing techniques that are similar to those in the consumer packaged goods industry. Examples of the new marketing approaches being tried in the software industry are given.

Software

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There She Is - But Can She Sell?

Article Abstract:

Vanessa Williams is the first black Miss America. She is also the first Miss America to make outside commercial endorsements. The Diet Coke endorsement launched Miss Williams' marketability for advertisers. She can appeal to both the black and the white markets.

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