“Trends” that will impact new products
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
:MCB UP Ltd
Copyright © 1991, MCB UP Limited