Really New Product Launch Strategies: Prescriptive Advice to Managers from Consumer Research Insights

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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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:

20 Feb 2024 02:22

URI:

https://arbor.bfh.ch/id/eprint/19720

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