The Marketing Concept and New High-Tech Products: Is There a Fit?

Autor:	Robert M. Warshawsky, Dennis J. Cahill, Sharon V. Thach
Rok vydání:	1994
Předmět:	Management of Technology and Innovation Strategy and Management Business Marketing Marketing mix High tech Market failure
Zdroj:	Journal of Product Innovation Management. 11:336-343
ISSN:	1540-5885 0737-6782
DOI:	10.1111/1540-5885.1140336
Popis:	This article defines the marketing concept in a traditional way, but extends its application to high-technology products. Dennis Cahill, Sharon Thach, and Robert Warshawsky present two case studies of high-technology products. Both products were ultimately market failures; however, the analysis presents one as a successful application of the marketing concept, contrasting sharply with the other.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6d636ad6d2ab2314871c3f1dff4377b0 https://doi.org/10.1111/1540-5885.1140336 Zobrazit plný text záznamu Plný text