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A number of problems have been highlighted in relation to the roles of marketing and engineering and reported in the Journal of Marketing Management in 1993 (Vol. 9 No. 2, pp. 141‐53). This earlier article merely pointed out the problems of this uneasy relationship and hinted at solutions. Much...
Focusses on the use of target costing for new product development. This approach concentrates on determining costs for a product during the planning and design stage. Also describes the use of cross‐functional teams made up of industrial marketers, cost accountants and others critical to the...
Explores the importance of several regimes of new product development activities using multiple statistical techniques on two different data sets collected in the USA and Canada over 12 years apart. The results were consistent across the statistical methods and across the data sets, but...
The pharmaceutical industry applies the marketing dichotomy of industrial/consumer goods in formulating its marketing strategies. Hong Kong has both prescription and dispensing markets, whereas China is mostly a prescription market with regard to Western medicine. Although the patient is...
The shift in trading power which brings the economies of Southeast Asia more in balance with the Atlantic Rim societies brings challenges to business and industrial marketers in the region and elsewhere. Part of this includes the shift of the previous command economies into the world trading...
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