论文信息 - MARKETING NOTES AND COMMUNICATIONS

MARKETING NOTES AND COMMUNICATIONS

cept testing as presently conducted is partially to blame for the high failure rate of new products. In particular, the testing procedure may be misleading companies to introduce products with limited chance of success and to avoid some products for which solid potential markets exist. These errors are not due to technical problems in the testing but rather to a failure of research to reflect the basic philosophy and criteria for introducing new products.

Edward M. Tauber

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