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商品編號： F1104A 出版日期： 2011/04/01 作者姓名： Schneider, Joan;Hall, Julie 商品類別： Marketing 商品規格： 4p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
Veteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can''t support fast growth, the product falls short of claims and gets bashed, the item exists in "product limbo," the product defines a new category and requires substantial consumer education but doesn''t get it, and the product is revolutionary but has no market. The authors describe real-world examples of each kind of failure and suggest how companies can avoid these pitfalls.
涵蓋領域：
Product launches;Product management;Sales and marketing
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