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Title: Must read for marketing majors
Review: I found this book very helpful for the marketing tools discussed for designing and marketing new products. It covers most issues for the pre-introduction phase of the product life cycle. Consumer measurement techniques are quite elaborate and simplified.The only drawback is that the edition is old (1991) and hence misses out completely the high-tech products from the dot-com age. Can be used a good resource for most non-high tech products.
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