Abstract
A significant proportion of most organisations’ revenue is derived from products introduced in the recent past. However, new products can take many different forms and can be derived from a number of different external and internal sources. Their development or acquisition, however, is costly and there is a great danger of failure. This danger can be reduced if marketing principles and personnel can be involved at every stage of the acquisition, development and launch of new products.
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© 1995 Mike Meldrum and Malcolm McDonald
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Meldrum, M., McDonald, M. (1995). Developing New Products. In: Key Marketing Concepts. Palgrave, London. https://doi.org/10.1007/978-1-349-13877-7_27
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DOI: https://doi.org/10.1007/978-1-349-13877-7_27
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-64563-5
Online ISBN: 978-1-349-13877-7
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