haku: @author Easingwood, C. / yhteensä: 6
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| Tekijä: | Beard, C. Easingwood, C. |
| Otsikko: | New product launch: marketing action and launch tactics for high-technology products |
| Lehti: | Industrial Marketing Management
1996 : MAR, VOL. 26:2, p. 87-104 |
| Asiasana: | MARKETING MANAGEMENT HIGH TECHNOLOGY PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | The new product launch is a critical stage of any new product development process. The success of the product is likely to depend heavily on how well marketing managers deal with the launch. Very little has been written on the kinds of tactics marketers use to launch their products. This article aims to rectify this by presenting the results of a detailed investigation into the actions and tactics marketers employ to launch high-technology products. A framework of 22 tactics, based upon 103 different marketing actions, is presented. |
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