Developing
Marketing(^362) Strategies
- See Cooper and Kleinschmidt, New Prod-
ucts,pp. 35–38. - Erika Rasmusson, “Staying Power,”Sales
& Marketing Management,August 1998,
pp. 44–46. - Quentin Hardy, “Iridium’s Orbit to Sell a
World Phone, Play to Executive Fears of
Being out of Touch: Satellite Consortium
Chooses That Pitch for Bid to Build a
Global Brand Overnight,”Wall Street Jour-
nal,June 4, 1998 p. A1; Sally Beatty, “Irid-
ium Is Betting Satellite Phone Will Hook
Restless Professionals,”Wall Street Journal,
June 22, 1998, p. B6. - Philip Kotler and Gerald Zaltman, “Tar-
geting Prospects for a New Product,”Jour-
nal of Advertising Research, February 1976,
pp. 7–20. - Jim Carlton, “From Apple, a New Mar-
keting Blitz,”Wall Street Journal,August
14, 1998, p. B1. - For details, see Keith G. Lockyer, Critical
Path Analysis and Other Project Network
Techniques(London: Pitman, 1984). Also
see Arvind Rangaswamy and Gary L.
Lilien, “Software Tools for New Product
Development,”Journal of Marketing Re-
search,February 1997, pp. 177–84. - The following discussion leans heavily
on Everett M. Rogers, Diffusion of Inno-
vations(New York: Free Press, 1962).
Also see his third edition, published in
1983.- Gillian Newson and Eric Brown, “CD-
ROM: What Went Wrong?”NewMedia,
August 1998, pp. 32–38. - Rogers, Diffusion of Innovations, p. 192.
Also see S. Ram and Hyung-Shik Jung,
“Innovativeness in Product Usage: A
Comparison of Early Adopters and Early
Majority,”Psychology and Marketing, Jan-
uary–February 1994, pp. 57–68. - See Hubert Gatignon and Thomas S.
Robertson, “A Propositional Inventory
for New Diffusion Research,”Journal of
Consumer Research, March 1985, pp.
849–67; Vijay Mahajan, Eitan Muller,
and Frank M. Bass, “Diffusion of New
Products: Empirical Generalizations and
Managerial Uses,”Marketing Science,14,
no. 3, part 2 (1995); G79–G89; Fareena
Sultan, John U. Farley, and Donald R.
Lehmann, “Reflection on ‘A Meta-Analy-
sis of Applications of Diffusion Models,’”
Journal of Marketing Research,May 1996,
pp. 247–49; Minhi Hahn, Sehoon Park,
and Andris A. Zoltners, “Analysis of New
Product Diffusion Using a Four-segment
Trial-repeat Model,”Marketing Science,13,
no. 3 (1994), 224–47. - Joshua Levine, “TV in the Classroom,”
Forbes,January 27, 1997, p. 98.