ABSTRACT
New products are dependent on specifiers for their uptake and commercial success.
Because specifiers need to be aware of products before they can consider selecting
them, the efficiency of the manufacturer’s marketing campaign is important. The vari-
ety of tools used to communicate information to potential specifiers is reviewed, as is
the design office’s need to manage the information coming into the office through the
use of technological gatekeeping. The chapter concludes by looking at specifiers’
apparent resistance to information about new products and the implications of such
behaviour.
