Strategies for marketing new computer products
Long Range PlanningPublished 1 June 1985
Merlin Stone
Citations5
SJR quartileQ1
SJR score2.91
SNIP2.47
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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.
Keywords
Business, Management and Accounting