Chapter 8. Market Forces: the Push-Pull of Marketing and Advertising in the New Product Business
- Jacqueline H. Beckley,
- M. Michele Foley,
- Elizabeth J. Topp,
- J. C. Huang,
- Witoon Prinyawiwatkul
Published Online: 30 NOV 2007
DOI: 10.1002/9780470277621.ch8
© 2007 Blackwell Publishing and the Institute of Food Technologists
Book Title
Accelerating New Food Product Design and Development
Additional Information
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
- Published Online: 30 NOV 2007
- Published Print: 19 MAR 2007
ISBN Information
Print ISBN: 9780813808093
Online ISBN: 9780470277621
- Summary
- Chapter
- References
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