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| Author: | Beard, C. Eastingwood, C. |
| Title: | New product launch: marketing action and launch tactics for high technology products (neue Produkte) |
| Journal: | Industrial Marketing Management
1996 : MAR, VOL. 25:2, p. 87-103 |
| Index terms: | |
| Freeterms: | PRODUKTEINFÜHRUNG |
| Language: | eng |
| Abstract: | The new product launch is a critical stage of any new product development process. Very little has been written on the kinds of tactics marketers use to launch their products. This article aims to rectify this by presenting the results of an investigation into the actions and tactics marketers employ to launch big technology products. The results show that for revolutionary innovations, marketers tend to emphasize the technological component of their products and concentrate more on positioning and attack tactics than on market preparation or targeting. |
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