• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Diffusion of Innovation
Diffusion of innovation

New products are regarded as the life blood of any company, and much attention has been paid to the development of these: without new products, companies would only be left with an obsolete range on offer.

As with every other question in marketing, the most important aspect of the problem is the process of adoption of new products by consumers. This is called diffusion of innovation, because it is a gradual process – people do not immediately rush out and buy new products. Some people like to be first to own something new on the market, whereas others prefer to wait and be sure that the product works ...

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