Question
Suppose that a start up company is offering an innovative product that management hopes will establish a new product category. What forces will tend to
Suppose that a start up company is offering an innovative product that management hopes will establish a new product category. What forces will tend to lead the company to market the product through channel intermediaries rather than directly? What characteristics of an early market will tend to lead the company to market the product directly to final customers?
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Marketing Management
Authors: Dawn Iacobucci
1st edition
1285429958, 978-1285429953
