Limiting Awareness

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 10 in Defending Your Brand, 2012, pp 173-182 from Palgrave Macmillan

Abstract: Abstract HERE IS A FAIRLY BASIC point on launching new products: If people aren’t aware of a product, they won’t buy it. This fundamental principle explains why companies launching new items spend so much money attracting attention.

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_10

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