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| Author: | Odioso, R. C. |
| Title: | An R and D executive looks at marketing |
| Journal: | Research Management
1987 : SEP-OCT, VOL. 30:5, p.20-25 |
| Index terms: | MARKETING NEW PRODUCTS R&D |
| Language: | eng |
| Abstract: | The paradoxically formulated "nine unalterable laws of marketing" can be seen as a result of a more than 30 years long managerial experience in the R+D field. They are: the failure to recognize product value is the most important element in new product success; changes in label or packages life are more frequent than product manager life; marketing interest is the reciprocal of the feasibility; marketing timetable is less than the time required; advertising costs are 1000 times the R+D costs; inventories available are always less or greater than required; one never knows what is going to sell until trying to sell it; best is the enemy of good; the success is greater if top management attention is less. |
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