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- W1979731258 abstract "Abstract Industrial marketing managers base new-product decisions and marketing strategy on estimates of market potential. They often evaluate current product sales, market share, and market penetration, using some forecast of market potential as a benchmark. For maximum benefit to marketers, the concept of market potential should be clear, consistent, and highly operational This paper discusses a life-cycle concept of market potential. A simple descriptive model shows how the concept relates to other marketing concepts and how it can be used operationally." @default.
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- W1979731258 date "1991-08-01" @default.
- W1979731258 modified "2023-09-27" @default.
- W1979731258 title "Forecasting the potential for new industrial products" @default.
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- W1979731258 doi "https://doi.org/10.1016/0019-8501(91)90015-8" @default.
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