C H A P T E R E I G H T
Creating Strategic Awareness
IMAGINE THAT YOU ARE THE MARKETING DIRECTOR of a large consumer goods company and are about to introduce a major new product. How would you let your customers know that something new is coming? Would you simply put the new product on the shelf, hoping that they notice it and understand what’s different about it? Probably not! Product companies use well-defined processes when launching new products. They start with a major promotional campaign that informs customers about the new product (creating ...
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