Decision Criteria for New Product Acceptance and Success; McLaughlin, Edward W. (Assistant Professor of Distribution and Marketing, Department of Agricultural Economics, Cornell University, USA); Rao, Vithala R. (Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Cornell University, USA); Hardback; World Retail Store

The Role of Trade Buyers
McLaughlin, Edward W. (Assistant Professor of Distribution and Marketing, Department of Agricultural Economics, Cornell University, USA)
Rao, Vithala R. (Professor of Marketing and Quantitative Methods, Johnson Graduate School of Management, Cornell University, USA)
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Hardback
208 pages
Published: 1991
Publisher: Quorum Books
ISBN / EAN: 0899305253

Despite the increase in new product introductions into the grocery product distribution system, relatively little is known about the process and acceptance criteria of trade buyers. This work examines the crucial role played by trade buyers and its place

Decision Criteria for New Product Acceptance and Success