When a firm wants to shift its advertising focus from early adopters to the early majority, its advertising should change from emphasizing ease of use
When a firm wants to shift its advertising focus from early adopters to the early majority, its advertising should change from
emphasizing ease of use to technical superiority.
legitimacy to fit with way of life.
technological features to ease of use.
consistency to legitimacy.
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Authors: David Hartzell, Andrew E. Baum
2nd Edition
1119526094, 978-1119526094
