Abstract
In the previous chapter we took the embryonic product two vital steps nearer the market-place by discussing the problems of designing it and developing it technically. In particular, we emphasised the role of marketing at these two important stages.
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Notes and References
L. W. Rodger, Marketing in a Competitive Economy (London: Hutchinson, 1965) p. 123.
R. S. Alexander, ‘The Death and Burial of “Sick” Products’, Journal of Marketing, vol. 28, no. 2 (Apr 1964) pp. 1–7.
See, for example, A. H. Taylor, Costing: a Management Approach (London: Pan Books, 1974).
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© 1976 Michael J. Baker and Ronald McTavish
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Baker, M.J., McTavish, R. (1976). Commercialisation and Beyond. In: Product Policy and Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15655-9_9
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DOI: https://doi.org/10.1007/978-1-349-15655-9_9
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