Penawaran Baru: Pengenalan Pengembangan Produk-Baru dan Hubungannya dengan Inovasi

Authors

Daniella Cynthia Sampepajung Universitas Kristen Indonesia Paulus

Abstract

Pengembangan produk baru atau New Produk Development sudah diterima luas sebagai bagian integral dari Produk dalam teori Bauran Pemasaran. Namun, teori inovasi dalam pembahasan ini secara umum belum dimasukkan sebagai bagian dari kajian pemasaran. Artikel ini berpendapat bahwa mata kuliah pemasaran untuk level sarjana perlu memasukkan beberapa teori inovasi sebagai kajian yang telah berkembang sebagai bagian tidak lepas dari pasar modern saat ini.

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