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Developing New Products and Repositioning Mature Brands: A Risk-Reduction System That Produces Investment Alternatives.

Authors :
Bowen, Nancy Comfort
Source :
Harvard Business Review; Nov/Dec81, Vol. 59 Issue 6, p52-54, 2p
Publication Year :
1981

Abstract

The article reviews the book "Developing New Products and Repositioning Mature Brands: A Risk-Reduction System That Produces Investment Alternatives," by Eugene J. Cafarelli.

Subjects

Subjects :
MARKETING strategy
PRODUCT life cycle
NONFICTION

Details

Language :
English
ISSN :
00178012
Volume :
59
Issue :
6
Database :
Complementary Index
Journal :
Harvard Business Review
Publication Type :
Review
Accession number :
12710453

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Authors Abstract Subjects Details