Designing the marketing mix when launching a technological radical innovation

Schuhmacher, Monika C.

Document Type: Conference presentation
Year of publication: 2012
Conference title: International Product Development Management Conference
Location of the conference venue: Manchester, UK
Date of the conference: 18.-19. Juni
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics

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