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| Author: | Johne, A. |
| Title: | Listening to the voice of the market |
| Journal: | International Marketing Review
1994 : VOL. 11:1, p. 47-59 |
| Index terms: | INTERNAL MARKETING MARKET RESEARCH DEVELOPMENT |
| Language: | eng |
| Abstract: | The present paper discusses the advantages of different styles of market listening for specific product development activities. Four types of product development activities are considered: routine product development, radical product development, extended product development, and new style product development. Skilful listening allows a business to build effective long-run relationships with its target markets as it is shown in the article. |
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