Marketing research & innovation

Author: J. P. Mayeur

Abstract:

A new product development and market successful introduction is always the result of a very complex process. A long time has elapsed since the initial idea, which may have come from the research people, the sales force or the general management. The market place has changed, the competition has moved and the key to the success is a comprehensive knowledge of the future world, outside the company as well as within it, as soon as the initial idea is selected.

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