New product development

Date of publication: September 1, 1996


This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function to new product development now and in future, and the need for a complete and integrated new product development system. The second part of the paper describes the stepwise research tools of the BBDO new product development system.

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