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 > ABWL, Marketing & Innovation (Kuester)
Subject: 330 Economics




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Schuhmacher, Monika C. Designing the marketing mix when launching a technological radical innovation. (2012) International Product Development Management Conference (Manchester, UK) [Conference presentation]


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