Journal of Marketing 1980

The Impact of the Marketing Concept on New Product Planning

Leigh Lawton¹; A. Parasuraman²

¹ University of St. Thomas - Minnesota · ² Texas A&M University

Abstract

A survey of marketing literature reveals that little, if any, empirical research has been done to examine the impact of the adoption of the marketing concept on new product planning. The purpose of this paper is to describe a research study done to fill this void.

DOI

10.2307/1250030

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓