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Guidelines for marketing a new industrial product |
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| Authors: | George H. Lucas Alan J. Bush |
| Abstract: | This article presents an illustration of what evaluations and obstacles a new product can face in an industrial market. Guidelines are also suggested which will hopefully better prepare industrial marketers for more success in marketing new products. |
| Keywords: | Address Correspondence to: George H. Lucas Jr. Department of Marketing College of Business Texas A/M University College Station TX 77843-4112 USA |
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