Authors Peter Golder and Donald Lehmann Format Chapter Publication Date January 1, 2014 Book The History of Marketing Science Full Citation Golder, Peter and Donald Lehmann . “New Products Research.” In The History of Marketing Science, edited by Russell S. Winer and Scott A. Neslin, Singapore: World Scientific, 2014.
Full Citation Golder, Peter and Donald Lehmann . “New Products Research.” In The History of Marketing Science, edited by Russell S. Winer and Scott A. Neslin, Singapore: World Scientific, 2014.