Explains that while vast socioeconomic change in today′s competitive climate mean that there is a greater need for a more unified approach to new‐product development, relationships among marketing product management, market research and research and development have deteriorated significantly in the modern corporate structure. Describes the various factors related to this problem which make developing successful new brands even more difficult, continuing with a summary of an ideal New‐Product Development Programme. Concludes with a summary of the main points to be gleaned from the suggested programme.
Warren, E.J. (1992), "The Interface Between R&D, Marketing, and Marketing Research in New Product‐Development", Journal of Product & Brand Management, Vol. 1 No. 1, pp. 15-25. https://doi.org/10.1108/10610429210036654
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