Abstract
Abstract The teaching of the new-product-development process in marketing curricula has been placed traditionally after the presentation and discussion of both marketing strategy and the product life cycle concepts. In this article, the authors demonstrate that today's marketing pedagogy requires an innovative linkage approach to the teaching of (a) the vertical linkage within the product life cycle and (b) the horizontal linkage among the concepts of marketing strategy, product-development life cycle, and product life cycle. This linkage approach provides the marketing student with required skills in the formulation, development, and implementation of the marketing strategy.
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