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Description
A New Approach to Understanding How-and Why-Customers Buy Despite the resources spent on market research, nearly 80 percent of new offerings fail. The pattern is predictable: Customers say they want something, companies create it, and once it's available, customers don't buy it. Why? Is... read more
First Sentence
"AFTER YEARS OF RESEARCH and development, a consumer-goods company launches a new soft drink-only to see it dry up in the marketplace."
Table of Contents
Authors & Contributors
- Gerald Zaltman (Author)
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