“We sure as hell confused ourselves”, but what about the customers?

“We sure as hell confused ourselves”, but what about the customers? Presents a case study of software products and their firm which go through a bewildering series of name changes and attribute changes – often for no apparent reason. Highlights the costs of such changes and discusses a theoretical framework to prevent this sort of confusion arising. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

“We sure as hell confused ourselves”, but what about the customers?

Marketing Intelligence & Planning, Volume 13 (4): 5 – May 1, 1995

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Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509510781298
Publisher site
See Article on Publisher Site

Abstract

Presents a case study of software products and their firm which go through a bewildering series of name changes and attribute changes – often for no apparent reason. Highlights the costs of such changes and discusses a theoretical framework to prevent this sort of confusion arising.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: May 1, 1995

Keywords: Case studies; Marketing concepts; New product development

References

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