Table of contents
A Team Approach to New Product Development
Frank G. Bingham, Charles J. QuigleyProposes a new product implementation process which is designed toreduce the risk inherent in new product introductions in consumermarkets. Defines the stages of this process as…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002721. When citing the…
Capitalizing on Brand Extensions
Tom BudayExamines the benefits and drawbacks of brand name extensions.Proposes a set of questions/guidelines about brand extending formarketing decision makers: new products′ sales…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002729. When citing the…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002725. When citing the…
China’s Consumer Market: How are US Products Perceived?
Adam C. King, Stephen W. McDanielProvides information on the largest consumer market in the world– China. Examines education, age, lifestyle and demographics ofthe Chinese population. Considers Chinese…
Strategically Desirable Brand Name Characteristics
Kim RobertsonConsiders psychological, linguistic and marketing aspects of brandname characteristics. Presents the inherent brand name characteristicswhich lead to memorable names that support…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel