Feurer, Sven; Hoeffler, Steve; Zhao, Min; Herzenstein, Michal (2023). Really New Product Launch Strategies: Prescriptive Advice to Managers from Consumer Research Insights In: Bstieler, Ludwig; Noble, Charles H.; ; (eds.) The PDMA Handbook of Innovation and New Product Development (pp. 247-266). John Wiley & Sons
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Official URL: https://www.wiley.com/en-ae/The+PDMA+Handbook+of+I...
Item Type: |
Book Section (Book Chapter) |
|---|---|
Division/Institute: |
Business School > Institute for Marketing & Global Management > Marketing Business School |
Name: |
Feurer, Sven; Hoeffler, Steve; Zhao, Min; Herzenstein, Michal; Bstieler, Ludwig; Noble, Charles H.; and |
Subjects: |
H Social Sciences > H Social Sciences (General) |
ISBN: |
978-1-119-89021-8 |
Publisher: |
John Wiley & Sons |
Language: |
English |
Submitter: |
Sven Feurer |
Date Deposited: |
25 Aug 2023 11:20 |
Last Modified: |
30 Apr 2024 02:22 |
URI: |
https://arbor.bfh.ch/id/eprint/19720 |
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