The marketing concept and new high-tech products: Is there a fit? |
| |
| Authors: | Dennis J. Cahill Sharon V. Thach Robert M. Warshawsky |
| |
| Affiliation: | 1. Indiana University, Kelley School of Business, 1309 East Tenth Street, Bloomington, IN 47405-1701, USA;2. Menlo College, 1000 El Camino Real, Atherton, CA 94027-4301, USA;3. University of Liechtenstein, Institute for Entrepreneurship, Fürst-Franz-Josef-Str., FL-9490 Vaduz, Liechtenstein;4. Asia University, Taichung City, Taiwan 413 |
| |
| Abstract: | This article defines the marketing concept in a traditional way, but extends its application to high-technology products. Dennis Cahill, Sharon Thach, and Robert Warshawsky present two case studies of high-technology products. Both products were ultimately market failures; however, the analysis presents one as a successful application of the marketing concept, contrasting sharply with the other. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
