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.