search query: @freeterm MARKETINGSTRATEGIE, ABSATZWEGE, / total: 2
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| Author: | Wilson, E. J. Woodside, A. G. |
| Title: | Marketing new products with distributors (Neue Produkte) |
| Journal: | Industrial Marketing Management
1992 : FEB, VOL. 21:1, p. 15-21 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, ABSATZWEGE, VERTRIEBSFORMEN |
| Language: | eng |
| Abstract: | What characteristics distinguish high versus low performing distributors for new products? How can new product managers among manufacturers and distributors use such information for improving the effectiveness of their marketing strategies? The purpose of this study is to explore these questions using in depth interviews of distributors of a new industrial product. The recommendation to turn industrial distributors into partners is explored in the context of manufacturers and distributors of a major business appliance. |
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