Recent trends in the global business market point to the increasing importance of technology and technical innovations to gain and maintain competitive business strategic advantage. However, the marketing of technical innovations throughout the supply chain is still governed by traditional strategies and practices. Such strategies and practices are ineffective in a highly technologically advanced marketplace. As a result the marketers of technologically innovative products and concepts are left with many questions and very few practical answers. This research offers a practical, integrated approach to marketing technical innovations. The approach offered is presented within an organisational, people and technology strategic context. A field study is utilised to illustrate the utility of the proposed approach.