search query: @author Eppen, G. D. / total: 6
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| Author: | Eppen, G. D. Hanson, W. A. Martin, K. R. |
| Title: | Bundling - new products, new markets, low risk |
| Journal: | Sloan Management Review
1991 : SUMMER, VOL. 32:4, p. 7-14 |
| Index terms: | NEW PRODUCTS MARKETING |
| Language: | eng |
| Abstract: | It has long been a marketing axiom that customers buy bundles of satisfaction, not products. A methodology is developed which is based on four axioms: 1. bundles should be thought of as new products; 2. bundles have real potential for implementing corporate strategy; 3. creating effective bundles is a task for general management, not just marketing; and 4. a decision methodology is available to help managers make effective bundling decisions. This methodology relies on data that is a common part of most marketing analysis and helps make the quantitative tradeoffs that the qualitative bundling guides identify. Seven guidelines are presented and explained. |
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