THE INTERFACE BETWEEN R&D, MARKETING, AND MARKETING RESEARCH IN NEW‐PRODUCT DEVELOPMENT
Edward J. Warren
(Senior Market Research Manager, Clairol, Inc., New York, New York)
190
Abstract
Market research experience in new household, hair care, and food products have shown that in recent years the odds of bringing a successful new product to market have decreased significantly. This decrease is due to:
Citation
Warren, E.J. (1984), "THE INTERFACE BETWEEN R&D, MARKETING, AND MARKETING RESEARCH IN NEW‐PRODUCT DEVELOPMENT", Journal of Consumer Marketing, Vol. 1 No. 1, pp. 80-90. https://doi.org/10.1108/eb008089
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited