Marketing Hype: A New Perspective for New Product Research and Introduction

• 1 March 1987
• journal article
• Published by Wiley in Journal of Product Innovation Management
• Vol. 4  (1) , 43-49
• https://doi.org/10.1111/1540-5885.410043

Abstract

Keywords

• MARKETING HYPE
• NEW PRODUCT RESEARCH
• NEW PERSPECTIVE
• RESEARCH AND INTRODUCTION