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- W1525128085 abstract "This chapter examines the strategic marketing aspects related to new-product development (NPD); discusses marketing strategies and plans; and explores pricing, promotion and communications, and distribution techniques. From an NPD perspective, the marketing objectives, strategies, and programs must fit the realities of the business environment and the expectations of the selected market segment(s). The formulation and implementation of the marketing strategies and action plans have to be in alignment with the entire NPD program. The approach is to create a marketing plan that is tailored to the specific requirements of the NPD program and that will lead to a sustainable position." @default.
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- W1525128085 date "2005-06-14" @default.
- W1525128085 modified "2023-09-27" @default.
- W1525128085 title "Marketing strategies and methods: conceptualizing and designing the new-product marketing campaign" @default.
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- W1525128085 doi "https://doi.org/10.1017/cbo9780511541230.012" @default.
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