Marketing Lessons

Knowledge@Wharton asked four Wharton marketing professors — Eric Bradlow, Jehoshua Eliashberg, David Schmittlein and Bell — “to suggest strategies for launching two hypothetical products, a summer blockbuster movie and a cell phone. While each professor had specific ideas, all agreed that the best way to spend marketing dollars wisely is to know the potential upsides and downsides of your product, and identify your target audience as precisely as possible.”

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