TITLE

Marketing researchers: Investigate why new products succeed, not why they fail

PUB. DATE
September 1981
SOURCE
Marketing News;9/18/1981, Vol. 15 Issue 6, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the advantages of focusing on the reasons behind the success of products when conducting market research, according to Edward M. Tauber, a marketing professor at the University of Southern California, Los Angeles. Importance of risk-seeking research; Results of a study that examined products classified as failures by the firms that marketed them; Limitation of pretest market research.
ACCESSION #
18760957

 

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