search query: @author Macmillan, I.C. / total: 6
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| Author: | MacMillan, I.C. McGrath, R.G. |
| Title: | Discover your product's hidden potential (Produktpolitik; Verkaufsstrategie) |
| Journal: | Harvard Business Review
1996 : MAY-JUN, VOL. 74:3, p. 58-60,62,66,68,70-73 |
| Index terms: | |
| Language: | eng |
| Abstract: | Every product has more attributes than meet the eye, but companies and customers are not always conscious of just what those attributes are. The authors believe that a deep understanding of attributes is the foundation of a profitable strategy for selling goods or services. In this article they offer managers their ACE Matrix (Attribute Categorization and Evaluation) to uncover, map, and validate a product's salient attributes. Companies can also use their approach to reassess products or to clarify custormers' perceptions when planning new products. |
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