Why Not Create Opinion Leaders for New Product Introductions?

Joseph R. Mancuso

37 citations0/0 files storedJournal of Marketing

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Innovation Diffusion and Forecasting Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

The purpose of this article is to improve the understanding of the process of introducing new products or services and to suggest a technique and conceptual framework designed to increase the likelihood of new product success. The technique described deals with the “creation” of opinion leaders.

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