Marketing Research and the New Product Failure Rate
- 1 April 1977
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 41 (2) , 51
- https://doi.org/10.2307/1250634
Abstract
Given: (1) today's sophisticated marketing research technology; (2) a high rate of new product failure; and (3) failure attributed primarily to mistakes mar...Keywords
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