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Full-Text Articles in Marketing
How Some New Products Succeed While Others Flop, Singapore Management University
How Some New Products Succeed While Others Flop, Singapore Management University
Perspectives@SMU
The Ford Edsel, the Apple Newton and New Coke are all well-known examples of product launch failures.
God’S Will, The Matrix, And The Chinese Bamboo Tree, Singapore Management University
God’S Will, The Matrix, And The Chinese Bamboo Tree, Singapore Management University
Perspectives@SMU
Suresh Shankar took the figurative red pill, went down the entrepreneurial rabbit hole and discovered the need to mesh the right-brain with the left
Finding Answers In Digital Media Research, Singapore Management University
Finding Answers In Digital Media Research, Singapore Management University
Perspectives@SMU
It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast
Beckon The Dragon: How Businesses Can Attract The Chinese Consumers Through Digital Marketing, Singapore Management University
Beckon The Dragon: How Businesses Can Attract The Chinese Consumers Through Digital Marketing, Singapore Management University
Perspectives@SMU
With a population of more than 1.3 billion people, China is one market that any business would be remiss not to attract. But, with the population spread over an area of 9,600,000 sq km, how do businesses ensure their messages get through to their potential customers?