Why Do CEOs Recommend Beyond Advertising? \\\"If you need to convince others that it is time for a fresh look at the role Marketing should play in your company, hand out this book.\\\" David C. Edelman, Global Co??“Leader, McKinsey Digital, Marketing and Sal...

Product sales, especially for new products, are influenced by many factors. These factors are both internal and external to the selling organization, and are both controllable and uncontrollable. Due to the enormous complexity of such factors, it is not surprising that product failure rates are relatively high....