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New Product Marketing Strategy (Spanish version)
Rangan, V. Kasturi; Lasley, SusanCaso HBS-502S09MarketingJoan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in large-capacity tanks--was well on target and held a steady 30% market share. In May 1984, about five months after the new product was launched, Joan Macey was reviewing her entire marketing s...Desde 8,20 €