The role of marketing in the process of launching a new product

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F20%3A63523782" target="_blank" >RIV/70883521:28130/20:63523782 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The role of marketing in the process of launching a new product

Original language description

The presented case study demonstrates the typical market situation that usually arises when dealing with the launch of a new market. Overall, the study focuses on understanding the importance and role of marketing in the process of developing a new product - composite rebar, including its introduction to the market. The importance of marketing can be monitored from the moment of formulation of the assignment by the contracting authority, i.e. from the phase of designing the strategy. The situation is in part contradictory to the theoretical assumptions that the product itself has already been developed and tested on the market, but is yet without marketing support. The basis of the assignment from the client was to create a proposal for a communication strategy for this product with a simultaneous design of the name, logo and product sheet. The results of the realized marketing research, which aimed to get the basis for the design of the communication strategy, revealed the only significant group on the B2B market, in whose possibilities it is possible to promote the composite rebar on the market. This study highlights the importance of the role of marketing in the process of designing a strategy in launching a composite rebar, but also in the process of adapting consumers / designers, who must learn to use the material, provided transparent conditions are created in the economic / economic environment.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 34th International Business Information Management Association Conference

ISBN

978-0-9998551-3-3

ISSN

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e-ISSN

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Number of pages

9

Pages from-to

"9927 "- 9936

Publisher name

International Business Information Management Association (IBIMA)

Place of publication

Madrid

Event location

Madrid

Event date

Nov 13, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000561117204012