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Keywords: New product innovation
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1996) 13 (2): 48–50.
Published: 01 April 1996
... innovation. At the same time, a complete transfer of responsibility to the sales or trading division may not be the right answer, as these departments may not have a clear understanding of the brand’s overall strategic direction. © MCB UP Limited 1996 Advertising Brands New product innovation...
