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商品編號： 9-587-055 出版日期： 1986/08/06 作者姓名： Rangan, V. Kasturi;Lasley, Susan 商品類別： Marketing 商品規格： 15p 再版日期： 1993/05/25 地域： Pennsylvania 產業： Chemical manufacturing 個案年度： 1984 - 1984
商品敘述：
Joan Macey, Rohm and Haas'' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in large-capacity tanks--was well on target and held a steady 30% market share. In May 1984, about five months after the new product was launched, Joan Macey was reviewing her entire marketing strategy with a view to bringing Kathon MWX sales closer to target. Of particular concern to her were the distribution and communication strategies used for the new product.
涵蓋領域：
Marketing channels;Marketing strategy;Product launches
相關資料：
, (9-587-129), 12p, by V. Kasturi Rangan;, (9-590-077), 7p, by E. Raymond Corey;, (XLS229), 0p, by Susan Lasley
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