Late adopters are those who tend to be suspicious of new technology and new products. Generally, they

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Late adopters are those who tend to be suspicious of new technology and new products. Generally, they fail to see the value of the new capabilities or they don’t feel they can engage with it. These are not necessarily all older consumers. How would you target them? (AACSB:

Communication; Reflective Thinking) p-635

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Principles Of Marketing

ISBN: 9781292341132

18th Global Edition

Authors: Philip Kotler, Gary Armstrong

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