TY  - JOUR
AB  - 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.
VL  - 7
IS  - 5
SN  - 1463-5771
DO  - 10.1108/14635770010359874
UR  - https://doi.org/10.1108/14635770010359874
AU  - Hart Susan
AU  - Tzokas Nikolaos
PY  - 2000
Y1  - 2000/01/01
TI  - New product launch “mix”in growth and matureproduct markets
T2  - Benchmarking: An International Journal
PB  - MCB UP Ltd
SP  - 389
EP  - 405
Y2  - 2024/04/25
ER  -