ارتباط بازاریابی و عملکرد محصول : محصولات جدید مالی خرده فروش نوآورانه در مقابل غیر نوآورانه

Reports the results of a research project into the marketing communications tools used during the launching of 100 new retail financial products – 58 non-innovative and 42 innovative – and it is part of a broader study conducted on the development and launching practices of new financial products in Greece. It is revealed that innovative and non-innovative products, generally, follow a different marketing communications approach. Innovative successful products are launched through the most integrated communications package followed by non-innovative successful products, while innovative and non-innovative unsuccessful products receive very limited communications support during their market introduction. Overall, three marketing communications tools are found to lead to enhanced performance, either for innovative or for non-innovative products, namely intensive selling, below-the-line advertising, and telemarketing.