SIX TIMELESS MARKETING BLUNDERS
William L. Shanklin
(Professor of marketing in the Graduate School of Management at Kent State University)
174
Abstract
The majority of start‐up businesses fail, many for marketing‐related reasons. Estimates of the new product failure rate across all sized companies range anywhere from 30% to 80% or more, which is high even on the conservative side. These kind of results make one adage apropos: “If people learn from their mistakes, many are getting a fantastic education.”
Citation
Shanklin, W.L. (1986), "SIX TIMELESS MARKETING BLUNDERS", Journal of Consumer Marketing, Vol. 3 No. 4, pp. 31-39. https://doi.org/10.1108/eb008177
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited