Table of contents
The product development process: three misconceptions which can derail even the “best‐laid” plans
Geoffrey L. Gordon, Douglas J. Ayers, Nessim Hanna, Rick E. RidnourAn enormous volume of literature has evolved which promisesremedies for any organization′s new product development woes.Unfortunately, new product development is an inherently…
Product and pricing courses are underrepresented in undergraduate marketing curricula
Bert J. Kellerman, Peter J. Gordon, Firooz HekmatLooks in depth at the development of the marketing mix using the 4Ps – product, price, promotion and place, to meet target needs.Also investigates courses offered and required in…
Brand equity or double jeopardy?
Arjun ChaudhuriDiscusses and contrasts the theories of double jeopardy and brandequity. A model of attitudes, habit, brand loyalty and brand equityoutcomes is proposed in order to reconcile the…
New product development practices in consumer versus business products organizations
Nessim Hanna, Douglas J. Ayers, Rick E. Ridnour, Geoffrey L. GordonMost recent work in the area of new product development has been ofa theoretically prescriptive basis, ignoring, to a large degree, thecurrent state of affairs in US corporations…
Commentary: brand emergence in the marketing of computers and high technology products
Jay Zajas, Edward CrowleyBusiness faces formidable challenges in the 1990s. With thesechallenges will come greater requirements for relevant marketinformation, quality offerings, increased productivity…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou