This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the theoretical and empirical development of the new product launch field in the marketing management discipline.
Hart, S. and Tzokas, N. (2000), "New product launch “mix” in growth and mature product markets", Benchmarking: An International Journal, Vol. 7 No. 5, pp. 389-405. https://doi.org/10.1108/14635770010359874Download as .RIS
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