Abstract
HERE IS A FAIRLY BASIC point on launching new products: If people aren’t aware of a product, they won’t buy it. This fundamental principle explains why companies launching new items spend so much money attracting attention.
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Notes
Jack Trout, Trout on Strategy (New York: McGraw-Hill, 2004), 34.
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© 2012 Tim Calkins
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Calkins, T. (2012). Limiting Awareness. In: Defending Your Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-51186-7_10
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DOI: https://doi.org/10.1007/978-1-137-51186-7_10
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-0-230-34034-3
Online ISBN: 978-1-137-51186-7
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