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The Influence of Product Development on Effective Marketing
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English
Abstract
The evolution of the marketing concept is described, with emphasis on the key factors of profits and consumers. Then, marketing mix is explained in terms of profit, pricing, promotion, and placement. The basics of product planning are illustrated by an historical development of the Saab automobile. The creation of the “second-generation” Saab is also described, showing the strategy of phasing in a totally new product to ultimately replace an older product facing a decline in its life cycle, rather than making minor improvements to postpone the decline of the older product.
Authors
Citation
Walters, W., "The Influence of Product Development on Effective Marketing," SAE Technical Paper 730735, 1973, https://doi.org/10.4271/730735.Also In
References
- Lazo H. Corbin A. “Management in Marketing.” New York McGraw-Hill Co. 1961
- Goodman C. “Management Response to Environmental Change in the 70's.” Wharton Quarterly VII 1 1972 17 19 36 37