Indian Journal of Marketing

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Managing New Products Successfully:A Strategic Imperative


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1 Lecturer, University of Petroleum and Energy Studies, Dehradun, India
     

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For any company to push its new product to consumers in a particular time, advertisements are just not enough. Innovative sales promotion techniques are also needed to suit various products. The paper primarily focuses on the abilities of the organizations to manage innovative products all through the product life cycle. The paper aims at highlighting the strategies which product manager should develop for getting the best out of the innovative products. This Paper extends Emotional marketing Conceptual model for brand management by relating different stages of the product life cycle that consumers engage in.
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  • Managing New Products Successfully:A Strategic Imperative

Abstract Views: 128  |  PDF Views: 0

Authors

Rajeev Kumar Ranjan
Lecturer, University of Petroleum and Energy Studies, Dehradun, India

Abstract


For any company to push its new product to consumers in a particular time, advertisements are just not enough. Innovative sales promotion techniques are also needed to suit various products. The paper primarily focuses on the abilities of the organizations to manage innovative products all through the product life cycle. The paper aims at highlighting the strategies which product manager should develop for getting the best out of the innovative products. This Paper extends Emotional marketing Conceptual model for brand management by relating different stages of the product life cycle that consumers engage in.