Concept research in industrial products and advertising

Date of publication: June 15, 1986

Author: Susana Tisler


The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory for his or her needs. This specific meaning the purchaser endows the product is called product-concept.

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