8. Market Forces: the Push-Pull of Marketing and Advertising in the New Product Business

  1. Jacqueline H. Beckley,
  2. M. Michele Foley,
  3. Elizabeth J. Topp,
  4. J. C. Huang and
  5. Witoon Prinyawiwatkul
  1. Jeffrey Ewald and
  2. Howard R. Moskowitz

Published Online: 30 NOV 2007

DOI: 10.1002/9780470277621.ch8

Accelerating New Food Product Design and Development

Accelerating New Food Product Design and Development

How to Cite

Ewald, J. and Moskowitz, H. R. (2007) Market Forces: the Push-Pull of Marketing and Advertising in the New Product Business, in Accelerating New Food Product Design and Development (eds J. H. Beckley, M. M. Foley, E. J. Topp, J. C. Huang and W. Prinyawiwatkul), Blackwell Publishing, Ames, Iowa, USA. doi: 10.1002/9780470277621.ch8

Publication History

  1. Published Online: 30 NOV 2007
  2. Published Print: 19 MAR 2007

ISBN Information

Print ISBN: 9780813808093

Online ISBN: 9780470277621

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Keywords:

  • markrt forces;
  • new products;
  • new product environments;
  • manufacturers;
  • chocolate

Summary

This chapter contains sections titled:

  • Introduction

  • What Is a Brand?

  • Why Product Developers Should Understand the Inner Working of Brands

  • Brands as Frames of Reference

  • The Relation Between the Brand and the Product

  • How Can Marketing and Product Development Teams Ensure They Are Achieving Alignment Between the Brand and the Potential New Product?

  • Brands as Added Value—Interactions and Scenarios

  • Some Empirical Data—Results of a Study to Understand What “Brand ”Really Does

  • Implications for New Products