Marketing strategies for when products lose their cool

05/5/2008 | Knowledge@Wharton

Creativity and understanding the customer's perspective are important when trying to sell unpopular products, according to a Wharton marketing professor. Understanding why it's unpopular (think Hummers and gas prices) is the first step that can then allow you to create an offer that removes the objection. Knowing that products have life cycles and planning for the new before the old declines is also useful.

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