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Why Bringing New Industrial Products to Market Fails and What Companies Can Do to Avoid That

Long ago Peter Drucker, the father of business consulting, wrote: “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Today, many industrial companies successfully […]

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