From inspiration to the shopping cart: qualitative at the heart of NPD

Anjali Puri and Shashikala Raj

Against a backdrop of today’s saturated marketing environment, Puri and Raj describe launching new products in India.

From inspiration to the shopping cart: qualitative at the heart of NPD

Anjali PuriClient Services, ACNielsen ORG-MARG, India

Shashikala RajUnited Spirits Limited, India

INTRODUCTION

Successful NPD is one of the foremost challenges that the marketing fraternity...

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