Abstract
A perennial argument amongst marketing academics is: ‘Which comes first, the product or the market?’ Acceptance of the product-market concept discussed in Section 1.7(b) should terminate the argument, since it acknowledges the joint and equal importance of both subjects. Provided the concept is followed it does not matter if marketing teams study markets or products first. However, since most firms these days are working with restricted resources, because of their cost, it may be safer to start with the product.
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 1982 Douglas Foster
About this chapter
Cite this chapter
Foster, D. (1982). Managing Products and Pricing. In: Mastering Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-86072-2_5
Download citation
DOI: https://doi.org/10.1007/978-1-349-86072-2_5
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-31780-8
Online ISBN: 978-1-349-86072-2
eBook Packages: Palgrave History CollectionHistory (R0)