Marketing's role in successful new product development in commercial, investment and merchant banks
This thesis investigates marketing's role in new product development (NPD) in commercial, investment and merchant banks. It examines how marketing inputs contribute to new product development success. NPD success can be measured at two levels of analysis - at the program and at the project leve...
| Main Author: | |
|---|---|
| Published: |
City University London
1993
|
| Subjects: | |
| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.386009 |