CHAPTER 1

Context of the New Product Launch

Marketing will be the basic motivating force for the entire ­corporation. Soon it will be true that every activity of the corporation – from finance to sales to production – is aimed at satisfying the needs and desires of the consumer. When that stage of development is reached, the marketing revolution will be complete.

—Robert Keith, 1960.

Marketing’s ultimate role in the firm is to drive creation of value for buyers and capture … a significant part of that created value for the company.

—John Farley.

Context of the New Product Launch—the CEO’s World and How Marketing Helps

New product launches occur in the broader context of the relationship of the CEO and the marketing effort. The CEO is often juggling ...

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