NEW PRODUCT MARKETING IN AN ERA OF TRANSITION

Abstract

This paper argues for a different approach to new product marketing in today's era of transition. When marketers must respond to multiple factors of discontinuity, which are creating accelerated change, they need new kinds of information. By explaining how marketers can learn to deal with change through future focused information, with examples from the financial services industry and packaged foods, this paper illustrates the value of a new approach.

Citation

Dunham, A. (1984), "NEW PRODUCT MARKETING IN AN ERA OF TRANSITION", Journal of Consumer Marketing, Vol. 1 No. 4, pp. 5-16. https://doi.org/10.1108/eb008110