Strategies for marketing new computer products |
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Authors: | Merlin Stone |
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Institution: | Henley Management College, Henley-on-Thames, UK |
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Abstract: | Using the example of the computer industry, this paper explains how the marketing of new ‘high technology’ products can be improved by tailoring the extent and focus of prelaunch marketing planning to the nature and focus of the marketing strategy chosen for the new product. |
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