Marketing Research and the New Product Failure Rate
Open Access
- 1 April 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 41 (2) , 51-61
- https://doi.org/10.1177/002224297704100216
Abstract
Why has the rate of new product success not climbed as a result of the many advances in marketing research technology over the past 25 years?Keywords
This publication has 1 reference indexed in Scilit:
- Behavioral Science Offers Fresh Insights on New Product AcceptanceJournal of Marketing, 1965