New product development. The contribution of the advertising agency's strategic planning function

This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development.

New product development. The contribution of the advertising agency's strategic planning function

Marc Sasserath andAxel SchmidtBBDO Dsseldorf, Germany

THE ADVERTISING AGENCY'S ROLE IN NEW PRODUCT DEVELOPMENT

We believe in brands. We all know that marketing is a battle of perceptions and the battlefield is the mind of the consumer. As we all work in the communications industry it is crucial to talk about brand building. We recognize that brand building is not only about communication but much more. In terms of the classical marketing mix we must accept that...

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