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“Trends” that will impact new products

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1991

Abstract

Questions the general assumption that once known, market trends will guide marketing strategies and behaviour. Argues that if marketers seriously want to find opportunities for new products, they need two things: (1) insightful analysis and data interpretation, and (2) a willingness to break new ground, a determination to be different, and a commitment to be a winner. Examines a number of recent demographic and technological trends to demonstrate how they can mislead marketers.

Keywords

Citation

Clarke, A.M. (1991), "“Trends” that will impact new products", Journal of Consumer Marketing, Vol. 8 No. 1, pp. 35-40. https://doi.org/10.1108/07363769110034947

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited