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Further education on the air

Tony Matthews

Education + Training

ISSN: 0040-0912

Article publication date: 1 January 1975

40

Abstract

We once did a television series for managers about the theory and practice of modern marketing. In one of the programmes we had Chris Chataway driving into the studio in a Ford Edsel car, the classic commercial flop of all time. The programme proceeded to tell the audience the kind of marketing strategies to use if Edsel‐type failures were to be avoided in launching new products. Finding out what the customer needs; planning and designing the product; testing it on the market; promoting it and selling it; distributing and advertising it—such was the marketing catechism you had to practise if you were to minimise the risks of profit‐less or even disastrous innovation. It was not enough to make a better mousetrap and expect customers to beat a path to your door.

Citation

Matthews, T. (1975), "Further education on the air", Education + Training, Vol. 17 No. 1/2, pp. 17-20. https://doi.org/10.1108/eb001859

Publisher

:

MCB UP Ltd

Copyright © 1975, MCB UP Limited

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