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Limiting Awareness

  • Tim Calkins

Abstract

HERE IS A FAIRLY BASIC point on launching new products: If people aren’t aware of a product, they won’t buy it. This fundamental principle explains why companies launching new items spend so much money attracting attention.

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Notes

  1. 7.
    Jack Trout, Trout on Strategy (New York: McGraw-Hill, 2004), 34.Google Scholar

Copyright information

© Tim Calkins 2012

Authors and Affiliations

  • Tim Calkins
    • 1
  1. 1.Kellogg School of ManagementUSA

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