TY  - CHAP
AU  - Esen Gurbuz
ED  - Sonyel Oflazo?lu
Y1  - 2018-07-25
PY  - 2018
T1  - Theory of New Product Development and Its Applications
N2  - This book on marketing continues to reflect our firm belief that the Wheel of Consumer Analysis is a powerful tool not only for organizing consumer behaviour knowledge but also for understanding consumers and for guiding the development of successful marketing strategies. In fact, it has been used by marketing consultants and practitioners to do so. The various chapters presented here follow several approaches, which researchers can explore in different contexts. This book intends to contribute to a better understanding of the application areas of marketing strategies and shows how these business practices in social sciences can stimulate various topics.
BT  - Marketing
SP  - Ch. 4
UR  - https://doi.org/10.5772/intechopen.74527
DO  - 10.5772/intechopen.74527
SN  - 978-1-78923-437-4
PB  - IntechOpen
CY  - Rijeka
Y2  - 2024-04-26
ER  -