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Launching New Products by Paul Sowyrda, John Westman

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CHAPTER 3

Marketing Mix: The 4 P’s

Introduction

This chapter covers the 4P marketing framework which is a useful ­organizing tool to ensure that you are complete and systematic in your new product launch. Additional fundamental concepts to consider include lifetime customer value, the Rogers adoption curve, and an ­analysis based on The Tipping Point. Other critical components of a new product launch include direct selling and a customer service mindset.

Marketing Mix

The product introduction team needs to ensure that all marketing mix options are considered. The traditional 4P—product, price, promotion, and place—framework continues to be an effective and easily understood framework that ensures consideration of activities that can help the ...

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