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The dangers of deathwish marketing

The dangers of deathwish marketing Marketing practices are generally unhealthy. Reports of marketing success are wildly and widely exaggerated. Indeed, marketing efforts and practices rarely succeed if one defines success as demonstrating a reasonable return on investment. For example, 16,000 new package goods were introduced into American supermarkets and pharmacies last year, and 80 percent failed. Research suggests similar failure rates for new movies financial products and services and consumer durables, including automobiles, appliances and consumer electronics. One CEO of a major company admitted last year We would have made more money if we had taken everything we spent creating and introducing new products in the last ten years and put it into certificates of deposit. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Planning Review Emerald Publishing

The dangers of deathwish marketing

Planning Review , Volume 20 (5): 3 – May 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0094-064X
DOI
10.1108/eb054383
Publisher site
See Article on Publisher Site

Abstract

Marketing practices are generally unhealthy. Reports of marketing success are wildly and widely exaggerated. Indeed, marketing efforts and practices rarely succeed if one defines success as demonstrating a reasonable return on investment. For example, 16,000 new package goods were introduced into American supermarkets and pharmacies last year, and 80 percent failed. Research suggests similar failure rates for new movies financial products and services and consumer durables, including automobiles, appliances and consumer electronics. One CEO of a major company admitted last year We would have made more money if we had taken everything we spent creating and introducing new products in the last ten years and put it into certificates of deposit.

Journal

Planning ReviewEmerald Publishing

Published: May 1, 1992

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