More effective assessment of market performance in later stages of the product development process: The case of the motion picture industry

G Gemser; MAAM Leenders; CB Weinberg

doi:10.1007/s11002-012-9208-z

More effective assessment of market performance in later stages of the product development process: The case of the motion picture industry

G Gemser, MAAM Leenders, CB Weinberg

Responsible Marketing and Consumer Behavior

Research output: Contribution to journal › Article › Scientific › peer-review

16 Citations (Scopus)

Original language	English
Pages (from-to)	1019-1031
Number of pages	13
Journal	Marketing Letters: a journal of research in marketing
Volume	23
Issue number	4
DOIs	https://doi.org/10.1007/s11002-012-9208-z
Publication status	Published - 2012

Keywords

CWTS JFIS < 0.75

Access to Document

10.1007/s11002-012-9208-z

Cite this

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title = "More effective assessment of market performance in later stages of the product development process: The case of the motion picture industry",

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AU - Leenders, MAAM

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JO - Marketing Letters: a journal of research in marketing

JF - Marketing Letters: a journal of research in marketing

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