Product Development: Where Planning and Marketing Meet

Abstract

Segmenting a market by developing a specific product for each niche has proven to be a strategy that can increase the odds for success. It has worked well for the Gillette Company, especially in its major profit margin category: razors and blades.

Citation

Phillips, D.F. (1990), "Product Development: Where Planning and Marketing Meet", Journal of Business Strategy, Vol. 11 No. 5, pp. 13-16. https://doi.org/10.1108/eb060080