haku: @indexterm MARKETING RESEARCH / yhteensä: 648
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| Tekijä: | Smith, N. C. |
| Otsikko: | Out of left field |
| Lehti: | Business Strategy Review
2007 : VOL. 18:2, p. 55-59 |
| Asiasana: | marketing marketing research new products promotion |
| Vapaa asiasana: | marketing failure |
| Kieli: | eng |
| Tiivistelmä: | This article discusses the issues of marketing failures. Three examples of failures are presented. In these cases, marketing activities are not in line with societal expectations. The left field marketing failures are divided into four groups. Cause for failure is either product itself or promotion. Failures can occur with steady state products or new products. In addition, both new and ongoing marketing promotions can lead to failures. Finally, the article presents implications for marketers. |
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