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| Author: | Bertrand, K. |
| Title: | New product success starts with 'homework'. Pre-launch research is crucial to creating winners (Neue Produkte) |
| Journal: | Business Marketing
1988 : VOL. 73:8, p. 37-38,40,42,44,46,48 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG, PRODUKTEINFÜHRUNG |
| Language: | eng |
| Abstract: | Today's abbreviated product life cycles and accelerated technology development lead some business marketers to hurry and introduce a new product, even if that means skipping some of the traditional up-front market research and assessment. But succumbing to that temptation can be costly. Savvy marketers who understand that may spend five to ten years developing new-product technology and researching the market. The payoff for marketers such as Caterpillar and Sony, profiled in this article, has been marketplace success. |
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